Airlines Websites and Systems - study guide

Airline websites and systems

Table of contents

Week 1 – Websites and data flow ............................................................................. 2
Lecture ..................................................................................................................... 2
Workshop ................................................................................................................. 3
E-marketing to go ..................................................................................................... 4
Twelve years in the life of airline websites ............................................................. 12

Week 2 – Personalization and content................................................................... 13
Lecture ................................................................................................................... 13
Workshop ............................................................................................................... 14
Satellite flagship model .......................................................................................... 15

Week 3 – Customer journey .................................................................................... 17
Lecture ................................................................................................................... 17
Workshop ............................................................................................................... 18

Week 4 – Usability and UX ...................................................................................... 19
Lecture ................................................................................................................... 19
Workshop ............................................................................................................... 21
Usability test (only content) .................................................................................... 21
GDPR impact ......................................................................................................... 21
Review of studies on airline website evaluation ..................................................... 22

Week 5 – Website and data analytics..................................................................... 23
Lecture ................................................................................................................... 23
Workshop ............................................................................................................... 23




1

,Week 1 – Websites and data flow

1.1 Lecture

Website – primary point of contact between potential customer and airline
• Customer perception of airline influenced by quality of site
• Main touchpoint in customer journey
• Call to action (CTA) à click through ratio (CTR)

Central role website
• CRM – customer relationship management
• CRS – central reservation system (inventory)
• Social – website and social media looks the
same (ex. KLM)
• Alliances – partners who you work with
• Aggregators – show all flights from all airlines,
they need the data from you (ex. Kayak)
• Networks – offer content to partners
o Affiliate – leads, pay per click
• Scraping – importing information in local database
• Google Flights

Goals of a website, new
• Resellers, business models
• OTA
• Review sites and comparison sites
• Day deals – low loyalty on brand (except business travelers)
• Technical possibilities – creates competitive advantage
• Legislation

Structure of website
• Front-end – consumer-oriented layer (home page)
• Back-end – software, hardware, processes

Sections of website
• Home page (index page)
• Main sections (site index)
• Subsections (content)

Wireframe
• Way to design website at
structural level
• Used to lay out content and
functionality
• CTA – call to action
• Interactivity – where can you click



2

, Triggers to make a personalized page
• Cookies, log-in, IP (location)
• Log-in
• Referrer – ‘you came from here’
• Time, date, stock
• Collected data via: device (phone), operating system, device type (iPhone 7)

Content sources
• Internal
o Language text database
o Prices and capacity database
o CRM (what do you know about customer)
o Pictures database
• External
o Weather of destination
o Reviews
o Cross-selling (cars, hotels)
o Ads

Responsiveness
• Dimensions come from triggers (device type, operating system)
o Page should fit screen

1.2 Workshop

Domain names
• First level (top-level/TLD) – around €30 a year
o Geographical – .de, .nl
o Type of organization – .com, .travel, .edu
o Commercial – .klm, .hilton
o Cities – .breda, .berlin
o Generic – .beer, .airplane
• Second-level – around €2000
o Transavia.nl (per TLD)
o Klm is the registrant, domain name is the registrar company
§ Registrant owns domain name
§ Registrar is company that manages reservation of domain
names
§ Registry is manager of domain name
• Third-level
o Staff.transavia.nl (by owner)

http:// www. klm.com destinations/en/asia/ bangkok.html
Protocol World wide Full domain Path in file structure Name of
web name on server, indicated actual
folder/directory files requested
are retrieved from page


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