Virgin America is the first carrier to deploy three new, data-driven, personalisation solutions created by Sabre.
The airline is using Customer Data Hub, Customer Experience Manager and Dynamic Retailer.
They source insights on customers from multiple touch points and then use that data to create personalised contacts with travellers.
For example, Dynamic Retailer promotes ancillary growth by dynamically creating flight and ancillary offers, using personalised customer insights to generate incremental revenue. It also enables an airline to identify and offer the most relevant services to travellers.
The move follows a Sabre survey of airline executives which found that 97% indicated they would be making investments in technology to improve the customer experience.
An IBM study modeling the top-20 airlines’ investments in multi-channel sales and services predicts that a large carrier investing $34 million in a customer experience project would recoup that investment in 16 months. After five years, the total benefit is an estimated $582 million.
Virgin America’s president and chief executive, David Cush, said: “We wanted technology that would help us better understand our guests’ needs, focus on their individual priorities, and create an experience they can’t get with any other airline.
“These new solutions give us invaluable insights into our guests to create tailored experiences that drive loyalty, and support our mission to make flying good again.”
Hugh Jones, president of Sabre Airline Solutions, added: “Airline customers today expect more and more from carriers, and Sabre has identified ways airlines can improve the customer experience using established technologies that are already working in other service industries.
“Sabre’s data-driven personalisation vision further enhances reservations and airline retailing systems, giving airlines the ability to understand their customers at an individual level and deliver personalized products and services that customers most value.”
He added: “Our new customer experience solutions are designed to optimise incremental revenue, reduce acquisition and service costs through long-term customer loyalty, automate a consistent customer experience, and differentiate an airline’s brand from the many options from which travellers can choose.”