Guideshoptips

Airline profitability overall has recovered notably in the past few years.  Some of that recovery has come from charging fees for formerly free services. Airlines have also attempted to drive more revenue by capturing a bigger share of consumers’ travel wallets. That can come through selling or facilitating the sale of hotels, rental cars, and complete travel packages. The airlines’ digital science is to use their websites to encourage cross-sells without distracting or inhibiting their main business—booking flights. Millward Brown Digital chose one airline site, jetBlue.com, to highlight airline site tactics and the relative success in driving traffic toward ancillary revenue. Because travel sites are extremely complex, for this exercise we focused on one single subset of paths; all paths would need to be analyzed in aggregate for a complete assessment. What’s on the Radar? Across the top of the jetBlue site are six primary choices.  Hovering over “Plan a tri...