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Guest Post [Video]: Ancillaries key for airlines to manage race to the bottom

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Guest Post [Video]: Ancillaries key for airlines to manage race to the bottom

In this exclusive video commentary Peter Gerstle, head of travel product at Collinson Group, explains why airlines need to start addressing the 85% of customers who aren’t frequent flyers to avoid being involved in a “race to the bottom”

Gerstle says as airlines have switched from miles flown to fare spend as the main yardstick for loyalty some programmes have lost their impact. Looking at the loyalty issue through the ancillary lens could be the answer to engaging more of your programme base, not just the 15% of high earners.

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