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Estonian Air boosts revenue through Facebook
Estonian Air has adopted a new Facebook integration feature from Airsavings called 'Let Me Think'. This ancillary revenue feature is booking-engine agnostic and is currently being implemented across other European airlines using Amadeus, Sabre and Navitaire.
Let Me Think is designed to merge the interactivity of social media with the growing trend of online booking and ticket price comparison. The feature is embedded within Estonian Air’s website and booking path, providing an easy way for passengers to input their personal data to select and reserve fares, and further encourages their travel decision-making process. Travellers can ‘lock-in’ a selected fare for a limited time and then have sufficient time (24 to 48 hours) to share their itinerary and travel plans through Facebook with colleagues, friends or family and decide upon booking the flight.
The facility is designed to provide a new way to create an additional revenue source with a clear added value for passengers, and also to establish new leads, marketing and revenue opportunities among the passenger’s friends and online social circle, while providing a privacy-conscious way to aggregate data on potential passengers.
“Based on our conversations with airline clients and industry peers, and an overall need for airlines to harness social media, we developed Let Me Think to combine the functionality and engagement potential of the popular social media site and monetise users’ travel conversations and plans,” said Raphael Bejar, CEO of Airsavings. “We’ve created added value for passengers and a potential new revenue stream with high margins for the airline.
With the number of Facebook users predicted to reach one billion by August 2012, it’s clear that many consumers and air travellers are already accustomed to communicating and interacting through the social platform. Combine that with airline ancillary revenue opportunities, which IATA estimated at US$32.5 billion in 2011, a US$9.9 billion increase from 2010, and the importance of ancillary revenue is also clear.
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