Airline Business Diversification: Generating Ancillary Revenues

4-day (32 hours) classroom course

IATA’s Airline Business Diversification: Generating Ancillary Revenues course will assist you to navigate many emerging industry disruptions and changes with new commercial opportunities and challenges in aviation. You will deepen your understanding on the impact of new technologies, evolving customer profile and preferences, as well as increasing competition and new business models in travel. You will learn how leading airlines are responding by focusing on improving their digital and analytical capabilities to shift towards an “a la carte” product offering. The course also provides the rationale and possible blueprint for this shift towards more customer centricity to maximize the share of the trip-related spending by their customers.

Course code: ALC027VEEN01

Course format

• This classroom course provides 4 days (32 hours) of instruction delivered by an official IATA Instructor.
• Take this course at an IATA Training Center, Regional Training Partner, or on-demand as in-house training.
• Student performance will be based on an assessment.

Prerequisites

• Recommended level is Entry-level and Intermediate.
• The recommended level of language proficiency is ICAO Operational Level 4 for courses in English or the equivalent level for other languages.

How to register

• When you click the Register button, you will be directed to log in to your Training Account.
• Register early and save up to 25% at our Training Centers! Please read the Terms and Conditions for the early bird discount.

In-house training

To arrange in-house training for your company, please complete the in-house training request form or contact the Training Specialist in your region.

Upon completion of this course, you will be able to:

• Discuss the strategic importance and revenue potential of ancillary products and services
• Apply a customer focus and customer journey-based view to ancillary strategy design and execution
• Explain how and why airlines worldwide are adapting an “unbundling” approach to improve competitiveness
• Make the differentiation between the most important airline and partner ancillary products and services
• Recognize and apply best practices for using data and e-commerce methods to maximize revenue
• Develop your own roadmap for achieving modern and effective airline retailing and e-commerce

The key topics that are covered during this course include:

• The growing critical importance of airline ancillaries
• The airline customer journey and ancillary strategy
• Ancillary revenues as a competitive advantage
• The cross-functional impact of ancillary revenues
• Business models and the customer segment impact
• Maximizing the “share of customer wallet”
• Internal and external distribution systems
• Branded fares and high value ancillary products
• Retailing and improving e-commerce capabilities
• Segmentation and offer personalization
• A/B testing, CRO and multi-channel targeting

This course is recommended for:

• Airline sales and business development staff
• Airline directors of non-commercial functions
• Airline systems and sales channel managers
• Airline brand and marketing professionals
• Aspiring beginners interested aviation careers

An IATA Certificate of Completion is awarded to participants obtaining a grade of 70% or higher on all exercises and exams. A special distinction is awarded to participants obtaining a grade of 90% or higher.