IATA calls for a collaborative approach
IATA has called upon aviation stakeholders to work together to create greater value for customers across the travel experience while enabling greater efficiency for industry participants.
“Airlines expect to carry some 3bn passengers in 2013, and that number will double by 2030. Connectivity is a critical component of modern economies. Serving that growing demand will require innovation. We need to understand what consumers expect and what they value enough to pay for. Aviation is team effort. And that is a challenge for all industry stakeholders. Travel agents, airports, air navigation service providers, regulators, manufacturers, ground service providers, global distribution systems (GDSs) and many others must work together to make each passenger journey as safe, secure, seamless and convenient as possible,” said Tony Tyler, IATA’s Director General and CEO, in an address to the World Passenger Symposium in Abu Dhabi.
Tyler highlighted three priority areas for cooperation to create a more seamless and more interactive modern travel experience:
Simplifying airport processes with Fast Travel, implementing a Checkpoint of the Future (CoF) for passenger security and developing a New Distribution Capability in line with modern retailing practices.
Fast Travel: IATA is working with industry stakeholders to implement self-service options with its Fast Travel programme. This gives passengers more control over their airport experience in six key processes: check-in, bag check, travel document scanning, boarding, flight re-booking and baggage tracing. “IATA’s Global Passenger Survey reveals that 52% of travellers are eager to print out their own bag tags at home and 77% would prefer to use a self-boarding gate at an airport. Fast Travel responds to these and other consumer demands for more control over their journey,” said Tyler.
CoF: The CoF project will enable a walk-through security checkpoint experience without stopping, removing items of clothing and liquids, or taking computers out of bags. “CoF will replace today’s one-size-fits-all approach to screening with a model based on risk assessment. By focusing resources where the need is greatest we will make the system more secure and reduce the hassle for our customers,” Tyler said. According to IATA’s Global Passenger Survey, queuing time is the most frequent complaint with security.
New Distribution Capability: Tyler also cited the need for a New Distribution Capability (NDC) to enable the industry to offer more options to customers and to reach them seamlessly regardless of distribution channel. “The internet economy has fundamentally reshaped the ways in which sellers and consumers interact. Customers expect to be recognised when they shop online. And they are used to receiving tailored offerings based on their past purchasing behaviour. Airlines are able to participate in this new model with those customers purchasing directly from their websites. They can recognise return visitors and make offers based on travel history, loyalty status, credit card brand or other metric. And customers have complete visibility of additional products and services on offer,” said Tyler.