The latest report from IdeaWorksCompany applies the rise of the mobile age to the ancillary revenue revolution. IdeaWorksCompany researched the in-path booking capabilities of the mobile applications offered by the world’s largest 25 airlines. It’s a varied list which includes traditional global network airlines and eight low cost carriers. Here are a few topline observations from the report:
- 24 of the 25 airlines reviewed offer Android versions of mobile applications.
- Mobile apps are becoming adroit a la carte retailers. In particular, the apps offered by AirAsia, Delta, Indigo, Ryanair, and United offer five or more a la carte options in their booking paths.
- Ryanair provides an exceptional example of seat assignment done right, with ever-present icons to describe seats, color coding to indicate prices, and in-path alerts for discounted pricing.
- The Air France mobile app provides a consumer friendly and retail savvy collection of screens for pre-paid baggage that provide three layers of information.
- “Book now, pay later” motivates impulse buying and five airlines ─ Air France, American, Emirates, Lufthansa, and United ─ were found to include the feature in their mobile apps.
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