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HOP! Air France operates 600 daily flights in France and Europe. That’s a lot of passengers and a number of them are children traveling alone. In fact, HOP! boards 200,000 unaccompanied minors (UM) every year, more than ten times the industry average.
It’s a niche segment, but definitely an important one for us. The average price for UM bookings is 106% higher than all other types of bookings. Plus, our main airline competitor does not offer this service, so it represents a competitive advantage.
Until recently, dealing with these types of bookings was not a straightforward process. Buying a ticket for an unaccompanied minor entailed contacting our call center and speaking with a representative. This put a lot of pressure on the call center and frustrated our customers, which resulted in many customer complaints. So when Amadeus approached us to pilot a solution incorporating an option for unaccompanied minors directly in the online booking flow, we jumped at the opportunity.
Together, we worked to develop and integrate Unaccompanied Minors into the Amadeus e-Retail DX booking flow, including a new user interface. In November of 2017, we cutover to the new solution and now the process is fully automated, allowing us to offer a better customer experience. Additionally, drop-off and pick-up contact information are included automatically within the booking, making the process that much easier.
The numbers really speak for themselves. On average for the first five months, we saw more than a 60% month-to-month increase in UM bookings via our web. And after five months, online penetration for UM bookings online is 40% higher than the Hop! average for all online bookings. Additionally, the time our call center spends dealing with UM bookings has been reduced by nearly 90%.
Most importantly, our customers are more satisfied as they can easily make their travel arrangements online. We are very pleased with the innovative approach Amadeus took to connect our customers to a smoother travel experience and look forward to working with them again in the future.
To learn more about the implementation of this solution, have a look at this Amadeus- HOP! video.