Kuwait Airways is undergoing sweeping changes, as outlined by Rasha Al Roumi, the carrier’s Chairperson & CEO, in a previous blog post. The airline’s transformation strategy is being applied across the organisation, from its operations to its commercial and service activities. All of this change is taking place with one goal in mind: to reassert its position as one of the key aviation players in the Arabian Gulf.
While some carriers have started to feel the effects of a “build it and they will come” mantra, resulting in an oversupply versus demand, Kuwait Airways remains in a strong position to grow. In 2016, the airline’s domestic market share from Kuwait International Airport increased by 11%, over 2015’s figures, reaching 32%.
With access to cutting-edge data travel intelligence technology, we think Kuwait Airways will have the insight they need to grow even further.
By working closely with our customers, like Kuwait Airways, Amadeus can help airlines succeed in this environment by using the increasing scale of computing power and storage capabilities to analyse multiple and complex data sources. With the cut over due in Q2 2017, Kuwait Airways will be using the key capabilities of the Amadeus Performance Insight Suite to deliver data insights, whilst also driving efficiency and cost-effectiveness across its business – becoming the first airline in the Middle East to benefit from the Performance Insight technology.
Data insights, from sales optimisation to improvements in flight operations, can be displayed in a programmed and easy-to-read dashboard. This will give Kuwait Airways’ executives instant visibility and tailored insight, which will ultimately support faster, more effective decision-making. Users can also customise dashboards, creating new views and analysis to answer ad hoc business queries.
For example, Kuwait Airways can pinpoint the number of bookings it has from Kuwait City to Dubai, and drill down to understand how many on this route were booked through travel agencies located in the UAE. These types of tactical insights allow users to compare booking and sales against their target or historical performance.
To help them customise their offer, Kuwait Airways will be able to use different dashboards to understand their travellers’ attributes, such as age, gender, and citizenship of customers on specific travel routes. Armed with this insight, the airline can deliver better-targeted offers and services by identifying the right time, place and most appropriate channel to use.
In addition, the marketing dashboard will allow the airline to know precisely how many types of travellers fly the route from Bangkok to Kuwait City, as well as how many of these travellers are frequent fliers. Greater insight into loyalty rates, and understanding of customer purchase patterns, will empower the airline to manage demand and help build personalised offers for travellers.
In a competitive travel market, cost-efficiency is vital, and understanding how to make each route as profitable as possible is a key priority. Kuwait Airways can analyse booking demand through the revenue management dashboard to implement the most effective pricing and inventory strategies. This will be useful when looking at network optimisation to determine whether the airline is selling tickets at the right price and to adjust seat capacity and equipment, if need be.
At Amadeus, we’ve seen that data has the power to change the way travel companies do business. Not only does our Performance Insight Suite allow airlines to make better-informed decisions, based on performance trends and customer behaviour, but it also presents this data in an intuitive way. In a competitive marketplace, this greater efficiency and focus on the customer can help airlines stand out from the crowd.