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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”.

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




  • Customer Contact Information



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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