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Simplifying the Business (StB)



Simplifying the Business (StB) is an industry initiative that aims to transform the entire journey experience through the implementation of innovative solutions. 

During its more than 10 years of existence, StB’s focus has evolved from the original goal of “improving the customer experience and reducing industry costs” to the broader aim of “making an industry easier to do business with for both customers and partners”.


The new StB White Paper 2015 (pdf) outlines the overall StB program goals, the status of 2014 White Paper and the outcome of the 2015 StB Think Tank work sessions. The intent is to stimulate conversation and share ideas that will lead to ongoing industry transformation.

StB objectives & projects


Airline Products


Real Time Interaction


Seamless and
Hassle Free






Empower airline retailing and merchandising


Provide customers with trusted, accurate and real-time info from all operators throughout the journey


Optimize the number of customer processes and related wait times throughout the journey




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StB project phases

In order for a project to be under the StB umbrella, it must meet certain criteria including: generate industry savings, deliver transformational industry change and bring benefits to airlines and customers as well as other stakeholders.
Using rapid program cycles, the projects within the three goals are listed under five four different phases:

  1. Conceptualization: Illustrate and sketch the concept - this includes identifying the KPIs and reasons for the concept to be explored.
  2. Exploration: Assess feasibility and develop an industry business case based on the identified KPIs.
  3. Development: Develop the “product” (e.g., standard, recommended practice, implementation roadmap, etc.)
  4. Implementation: implement the project, including industry mobilization and market adoption – according to the target roadmap.

      Additional information

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