Offer Management

Ben Vinod
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Ben Vinod: Charter and Go

Chapter 6 in The Evolution of Yield Management in the Airline Industry, 2021, pp 241-269 from Springer

Abstract: Abstract With the growth in ancillary sales over the past decade, an area of increasing importance for airlines is offer management, which is creating the right bundle for the right customer at the right price at the right time. This entails the creation of dynamic, custom, personalized offers consisting of a flight itinerary and air ancillary products. This chapter introduces the concept of trip-purpose segmentation, to segment customers based on the context for travel. Recommendation engines to create offers by persona and offer engines to determine the dynamic price of an offer with dynamic discounting based on total spend are discussed. Test and learn experimentation, a core building block for generation of offers, is described. Besides offer management for leisure customers, offer management is also discussed in the context of managed corporate travel. This chapter also introduces the concept of an universal profile and an universal data exchange to promote a seamless customer experience.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-70424-7_6

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DOI: 10.1007/978-3-030-70424-7_6

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