Ancillary Revenue Goes Mobile: The Best Methods Used By The Top 25 Airlines

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.




Source:, 21 February 2017

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