Merchandising challenge for airlines: Sabre survey
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Airlines in Asia Pacific see revenue growth as the greatest challenge they face, according to a survey by Sabre Airline Solutions. In an ironic twist, the task is reported to be made more difficult by the implementation of innovative merchandising strategies that are designed to increase revenues.
The survey of airlines across the globe shows that despite widespread discussion about the importance of generating ancillary revenues, the majority of carriers have made little progress toward merchandising strategies like bundling and unbundling airfares to help increase airline revenues. Reasons for this include concerns about consumer rejection or brand impact.
“Airlines are focused on the obstacles of change, but it’s imperative to concentrate on the value merchandising offers them and their customers,” said Greg Webb, Chief Marketing Officer for Sabre Travel Group. “Despite the struggles airlines are facing, there is a real opportunity for them to
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