Maintaining an omni-channel approach to customer service key for airlines

Patricia Simillon

Head of Strategic Marketing, Airlines, Amadeus IT Group

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Despite the heightened role of technology in the Fourth Industrial Revolution, air travel consumers are continuing to seek advice from multiple sources. According to our research, air travellers said they were most likely to seek advice about an airline, before booking a flight, from the following sources:



  • 39% Friends or family
  • 39% Review website
  • 8% Social media
  • 14% Travel agent

These findings highlight the importance of maintaining an omni-channel approach to customer service for airlines. This is particularly true when a customer is booking more than solely a flight during a transaction. Though only 14% of survey respondents may seek advice from traditional travel agents for flights alone, they are more likely to seek professional advice if they are planning, say, a 10-day tour around Vietnam, or a business trip to Toronto – of which the flight is an important component.

Of course, there will be certain members of the so-called Generation Z – those born between about 1995 and 2012 – who may never set foot in a travel agent’s office. Millennials (those born between about 1980 and 1995), on the other hand, are still turning to agents, depending on the context of their trip, as are the generations before them, because they value the personalised advice of another human being.

Overall, it depends what value the individual consumer places on the product, service and convenience that agents can add to their travel planning. As technology evolves and improves, it will not negate the need for advice from travel professionals. Rather than eliminating the need for a human touch, tomorrow’s technologies will work with agents to provide the ultimate service.

The progression of technology, if harnessed correctly, could dramatically boost the potential for agents to present consumers with personalised, niche travel experiences that they didn’t know they were looking for, and that are relevant and desirable. This experience would not only outperform the experience of searching online but would also add a new layer of value to the role of the agent.

Download a copy of Embracing airline digital transformation: a spotlight on what travellers valuefor more insights from the study.