Airline Business Diversification: Generating Ancillary Revenues

4-day (24 hours) LIVE virtual 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: ALC027VCEN01

Course format

• The live sessions of this virtual classroom course are delivered by an official IATA Instructor.
• The course will take you approximately 24 hours to complete and be held over 4 consecutive days.
• There will be 3 live interactive virtual classroom sessions per day, each session will be 90 minutes.
• The live sessions will require your participation, with multiple Q&A sessions and additional time spent on self-study material including projects, research, additional reading and videos.
• Student performance will be based on an assessment.

Technical requirements

Please verify your hardware, software and network to support your upcoming course with IATA Training.

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. Please have your login details ready.
• Register early and save up to 25% at our Training Centers! Please read the Terms and Conditions for the early bird discount. The discount will be calculated at the time of payment.

To arrange in-house training for your company: Complete the in-house training request form or contact the B2B Training Specialist in your region.

Virtual venues

We schedule our virtual classroom courses through one of 3 virtual venues, each in a different time zone for your convenience. For more information, please visit our page on virtual classroom timing or contact our Customer Portal.

Please check the exact schedule of each class below (View more details) and click ‘Register’.

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

Activities

• Pre-course learning materials
• Interactive classroom sessions
• Group exercises
• Case studies
• Individual assessment

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 an assessment. A special distinction is awarded to participants obtaining a grade of 90% or higher.