Airline merchandising study reveals opportunities and strategies for travel industry

Meg O'Keefe

Director Sales & Merchandising Solutions, Airline IT, Amadeus IT Group

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Merchandising matters to airlines because it is a vital tool to improve traveller satisfaction and secure competitive differentiation. However, it also matters because it represents a significant opportunity to drive up revenues and yield.


The introduction of new merchandising techniques is fuelling a revolution in how travel is purchased. Simply put, merchandising is about providing the right product and service to the traveller, delivered through the right channel, and at the right time, in a way that is visually appealing and easy to understand.


We are committed to understanding how airlines can deploy merchandising techniques more effectively and our newly commissioned study,Thinking like a retailer: Airline merchandisingby Frost & Sullivan, reinforces this commitment.

This study allows every part of the travel industry to better understand the impact of different merchandising techniques. It is this understanding of what works, and what doesn’t, that is crucial for our airline partners, and for us, as we prioritise investments to better support merchandising capabilities.

This study also goes one step further. It outlines the key elements that must underpin a successful merchandising strategy, whether that is better knowledge of the customer journey; how to combine different techniques for maximum impact; the importance of tailoring to the channel; or taking into consideration the impact of service and price. This study provides an invaluable resource for all of us interested in making the most of the merchandising revolution.

We have always been focused on helping our customers leverage the many and evolving opportunities that are present in the dynamic travel industry.

Today, it is clear that those opportunities can only be maximised by shifting to a retail mind-set. To that end, we will continue to invest in developing the solutions that will support our airline customers to make this transition.

It will be exciting to see how the merchandising revolution continues to change the face of air travel in the coming years, for both travellers and airlines alike. As we work with the industry to shape the future of travel, we look forward to collaborating with our airline partners to help them execute their merchandising strategies successfully.

I invite you to download the Thinking like a retailer: Airline merchandisingstudy and to let us know your thoughts on this important airline industry topic.

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Airline merchandising infographic