Afar Welcomes Airline Retail Expert Ann Cederhall

Afar is thrilled to announce the addition of Ann Cederhall as our new columnist, bringing her extensive expertise in airline retailing and distribution strategy to our readers. Ann, an instructor with the International Air Transport Association (IATA) on Airline Distribution Strategy and with Aeroclass on Airline Retailing, is renowned for her insightful analyses and practical solutions in the aviation industry. Her role as a frequent speaker and panelist at major industry events underscores her authority and influence in the field.

With a prolific portfolio that includes numerous highly regarded articles and white papers in the travel industry press, Ann is well-equipped to provide valuable perspectives on the evolving landscape of airline retailing. As the founder of LeapShift, a consulting firm, Ann has demonstrated a remarkable ability to deliver business value through her expertise in project and product management roles across the globe. Her track record of success makes her a perfect fit for AeroTime, where she will contribute to our mission of delivering independent and objective coverage of the travel industry.

Ann emphasizes that the primary goal of airline retailing is to enhance the customer experience. She criticizes traditional airline practices, such as the reliance on Passenger Name Record (PNR) systems, which often fail to meet the nuanced needs of modern travelers. Ann humorously highlights common frustrations passengers face, such as airlines not recognizing when a family is traveling together or failing to offer personalized package deals like FastTrack and Priority boarding.

A core issue Ann identifies is the PNR-centricity of current airline systems. PNRs, or Passenger Name Records, were designed in the 1960s and are now outdated, limiting airlines’ ability to harness and utilize data effectively. This limitation results in a disjointed customer experience, where reservations involving multiple passengers traveling under different conditions are handled inefficiently. Ann argues that airlines need to adopt more advanced systems, such as Order Management Systems (OMS), to create a seamless and cohesive customer journey.

Ann provides practical solutions to the challenges posed by PNR-centric systems. She explains that integrating an OMS can act as the “glue” necessary to link different aspects of a passenger’s journey, allowing for better data management and personalized service offerings. For example, an OMS can enable airlines to recognize when a passenger is traveling with family members and offer bundled services that cater to their specific needs, such as coordinated FastTrack and Priority boarding packages with discounts.

Moreover, Ann stresses the importance of maintaining customer data beyond the lifecycle of a PNR. Unlike PNRs, which are typically purged after a reservation is completed, an OMS can retain valuable customer information, enabling airlines to track travel history and purchasing behavior. This capability allows for more accurate and targeted marketing, enhancing customer satisfaction and loyalty. Ann suggests that airlines should leverage Customer Data Platforms (CDPs) and Customer Relationship Management (CRM) systems in conjunction with OMS to create a more personalized and engaging travel experience.

To implement these improvements, Ann outlines several key steps for airlines:

1. Listen to Customers: Understand the needs and preferences of passengers to tailor services accordingly.
2. Engage Internal Stakeholders: Identify and collaborate with team members who are passionate about enhancing customer experience.
3. Adopt Advanced Systems: Invest in OMS and integrate them with existing CDP/CRM systems to manage customer data effectively.
4. Define a Clear Vision: Establish a strategic plan that outlines the desired outcomes and current capabilities of the airline’s systems.
5. Start Small: Begin with incremental changes rather than overhauling entire systems, making the transition manageable and sustainable.

Ann concludes by emphasizing that moving away from a PNR-centric environment is crucial for airlines aiming to improve their retailing strategies. By adopting more sophisticated data management systems and focusing on customer-centric approaches, airlines can offer truly personalized and valuable services that enhance the overall travel experience.

Afar is excited to feature Ann Cederhall’s insights, which promise to drive meaningful conversations and advancements in airline retailing. Her expertise will provide our audience with the knowledge and tools needed to navigate and thrive in the dynamic aviation industry.