Airline e-Commerce: Log on. Take off..pdf
Since the first few airline tickets that were sold online in December 1995, global online travel has grown to generate half a trillion dollars in annual revenue. This development has brought significant changes to the airline business, travel markets, and consumers. Today, airlines worldwide not only use e-commerce for online marketing and selling but also as a platform to offer unique services and capabilities that have no counterpart in the physical world.
This book is an in-depth introduction to airline e-commerce. It covers a broad scope of areas that are essential to an airline’s ongoing digital transformation:
· E-Sales and Distribution
· Web Customer Service
· E-Commerce Organizations
· E-Commerce Strategy
Written by an airline e-commerce expert and illustrated with numerous examples of leading airlines in this area, Dr. Hanke provides unprecedented ‘behind-the-scenes’ details of how airline e-commerce works. This book is a crucial companion for both students and practitioners alike because it allows the reader to acquire a thorough foundation of airline e-commerce. Furthermore, the book enables the reader to appreciate the competitive ramifications of airline e-commerce within certain corporate areas and to take effective action for a successful e-commerce strategy.
Dr. Michael Hanke, formerly with United Airlines, is founder and managing director of SkaiBlu, an airline e-commerce consultancy based in New York & Los Angeles, USA.
Chapter 1. Introduction Chapter 2. Digital Airline E-commerce Properties in Airline E-commerce Chapter 3. Airline E-Marketing Chapter 4. Airline E-Sales & Distribution Chapter 5. Multi-Channel Customer Service For Web Travellers: A Guide & How to Optimize It 6. The Airline E-commerce Organization Chapter 7. Airline E-commerce Strategy