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Aug 8 2017

My airport digital report did a bad, bad thing + Inside American, Malaysia Airlines (PAXwise #10)

Wow, it feels like a long time since I sent out the last issue of this newsletter. I’ve been busy working on how we can improve digital channel reporting (web, WiFi & social) for airports. 

I’m guilty of producing reports in the past that didn’t shine a light where they should have. Why? Great reports take time to do well and none of us have time, not every week or month, to dig deep into the data and make useful observations or suggestions. 

It’s a vicious cycle because bad reports get ignored. They are nearly always written for the wrong audience (us instead of them) and any value they might offer to the rest of business is usually hidden. 

With the exception of some of the most innovative airport IT and digital departments, I’ve found most digital reporting ends up just being a historical record. What do you think? Email me and let me know your experience. 


Cheers,
Michael Meloni
+61 410 223 843
michael@passengerwise.com
http://www.passengerwise.com

Facebook starts opening Messenger automatically on company pages (and stops)

A month or two ago I noticed an airport client’s inbox on Facebook quadruple overnight. Facebook had started opening the Messenger popup automatically on the airport’s FB page and prompted to users to message the airport. As a result people visiting their page didn’t hesitate to ask whatever was on their mind. It was a surprising boost and a useful one as they were able to easily spot the most common questions people had (mainly parking, people have never ending questions about parking). It probably saved a bunch of phone calls. 

I did a little digging and found the feature hasn’t been rolled out globally to all Facebook company pages, although I did see it increase over the span of about a month and then change depending on whether a page admin had FB open. Today Facebook confirmed to me it’s something they are testing. Somewhere during that time FB has stopped prompting people to send a message. It makes sense that Facebook want there uses to interact with companies in everyday on their network.

Whatever happens Facebook gives you options under Settings/Messaging to turn off prompts plus a range of ‘response assistance’ settings such as automatic replies to people who message. 

Web round up
American Airlines integrates social media from reservation agents to CEO

American Airlines integrates social media from reservation agents to CEO

An inside look at AA's social integration. 
Malaysia Airlines on the skills needed to build a digital marketing team

Malaysia Airlines on the skills needed to build a digital marketing team

"When Peter Pohlschmidt, head of digital at Malaysia Airlines joined the airline last year, there were only five people on board the digital unit. Fast forward to today, the team now has 30 people and MAS is building an in-house digital competence centre."
Industry urged to remember today's Snapchat user is next-gen flyer

Industry urged to remember today's Snapchat user is next-gen flyer

'If you think of Snapchat as just another annoying social media app for your kids to torment you with on wifi-enabled flights and road trips, Vijay Gurbaxani, the director for digital transformation and Taco Bell Endowed Professor of Information Systems at UC Irvine’s Paul Merage School of Business suggests you think again.'
What the travel industry could learn from Amazon Prime

What the travel industry could learn from Amazon Prime

"A “Prime” lesson for online travel players is that they should pinpoint what their best customers want the most and build their membership program to reflect those things. For online travel agencies, this may mean reducing the amount of comparison-shopping that travelers feel they have to do."
Australia’s slowest airport WiFi?

Australia’s slowest airport WiFi?

'Sydney Airport has the slowest complimentary WiFi service of any major Australian airport, according to research published this week by Ookla: the company behind the popular Speedtest website.'
Brisbane Airport goes 'digital by default'

Brisbane Airport goes 'digital by default'

Under the covers of major cultural, tech transformation.

Missed connections: What airlines don't understand about their passengers

"Customer-experience management is supposed to be advanced in the travel industry, but the data says otherwise."

Chris Roe from Accor on putting customers before analytics

"It’s not just about getting people to convert, it’s getting the consumer what they want. The mistakes people are making is they start with the analytics. They have versions A and B and they are testing but what if the customer wants version C?"

The airport store of the future

"Is the existing commercial operating model in fact constraining innovation?"

Jetstar’s bets on digital, data 4 years ago paying off

"Our business now has a different look and feel. We are a big online retailing business with software engineers, analysts, data scientists..."

The business of loyalty: The millennial problem

"Knowing that most Millennials aren’t interested in saving up for grand scale rewards or top-tier status, programs are now looking more towards smaller-scale rewards and experiential redemptions in which younger, points-poor travelers can participate."

What to expect from the travel tech industry in 2017: Results from the PCW - EAN research

Survey says Pax consider punctuality more important than connectivity

Maybe it's stating the obvious?
Here's what passengers are using Qantas Wi-Fi for

Here's what passengers are using Qantas Wi-Fi for

The first stats on Qantas's fast, free inflight Wi-Fi are in.

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The PassengerWise newsletter is curated by Michael Meloni. You can learn more about Michael at http://www.passengerwise.com/about/ or contact him at michael@passengerwise.com

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