Luxair enhances its online offer and customer digital experience

Martin Jager

Head of E-Commerce, Luxair Luxembourg Airlines

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Luxair, Luxembourg’s flag carrier, has for the past few years been immersed in a strategic journey to optimise its business processes, with the final aim of delivering a better experience for our passengers. It started with the Luxair migration to Amadeus Altéa Suite, which provides both our customers and agents with a better experience. Following that, we set about streamlining our revenue management processes with Amadeus Altéa Segment Revenue Management, and more recently, started using personalised merchandising to really deliver against each customer’s context and situation.

Three years on from the start of this journey, and we are in good stead. From 2014 to 2015, Luxair Luxembourg Airlines reported an 11% rise in the number of passengers transported. The results so far are encouraging, but the journey does not end there.

We have now turned our attention to revamping our websites, focusing on ease of use, inspiring design and clear navigation – starting with LuxairTours. Our holiday package-focused website has launched beginning of June which we are very excited about as it builds on the personalisation we see so important to tailoring the online experience to each customer. Personalisation is a major opportunity in my opinion and we’ll be continuing to expand on this during 2018 across our online presence.

New Luxair Website

We’re also upgrading the Luxair Luxembourg Airlines website with a state of the art user experience and a completely new booking engine, powered by Amadeus e-Retail, a personalised booking flow, and more options for ancillary services, which we hope to launch by the end of 2017.

As you can see, we are placing strong focus on ensuring our online presence is the best it can be, as nearly half of our sales are online, out of which 8% are made via a mobile device. We’re aiming to reach a 20% of online sales share from mobile sales by end of 2019 – to achieve this we are counting on upgrades to the mobile solution from Amadeus, investing in revamping the display of luxair.lu and luxairtours.lu, and remarketing.

Remarketing continues to be very important for us: whilst offering an improved user experience, we are winning back lost customers. Have a look at this video explaining how and what we have earned back from customers who left our site without booking anything.

All these changes will complement Ve interactive’s digital marketing suite and advertising applications on our websites, across digital devices.

Looking back, we’re encouraged by the milestones achieved so far and looking forward to seeing the reaction of our customers to the new LuxairTours website – as well as embarking on the next part of this journey!


Traveler Experience, Merchandising, Customer Testimonial, Guest Post