As Indonesia’s flag-carrier, we are committed to putting passengers first with award-winning ‘Excellent Indonesian Hospitality’. This is our core value and competitive differentiation. Four years ago, we asked Amadeus how we could adhere to this value while maximising revenue.
Ancillary services were the answer. They presented us with an opportunity to grow revenue in-line with this value. Together with Amadeus, we developed a large scale ancillary strategy that reinforced our commitment to hospitality, while enhancing the travel experience for our passengers. The implementation of Amadeus Airline Ancillary Services helped us do this. With Amadeus’ solution, we can sell any service through any channel. We can also offer our customers the right products and services at the right time throughout their journey. Plus, services are always consistent across touch points, giving our passengers the ability to customise their purchase and select the ancillary they value the most.
We’ve increased our ancillary revenue by giving customers more choice and attention far beyond ‘just’ the ticket. Today, I am proud to say that Garuda Indonesia has one of the highest ancillary adoption rates in Asia Pacific. We have seen an increase in ancillary revenue of +34% in 4 years, from $47.5M in 2012 to $63.8M in 2016.
At the same time, our customer satisfaction rating is also on a steady rise at +0.8 points year-over year to 86.1% in 2016. And the proof is in the pudding: Garuda Indonesia has been named ‘The World’s Best Cabin Crew’ for the third consecutive time and also as ‘The World’s Most Loved Airline’.
We look forward to working further with Amadeus to create better customer experiences while expanding our business. For more information, have a look at this Amadeus – Garuda Indonesia case study.