Lufthansa Consulting’s Senior Consultant Karel Sucha will contribute a speech to the Ancillary Merchandising Conference from 9 to 11 April 2018 in Edinburgh (Scotland) entitled “Czech Airlines Case Study – Exploiting Ancillary Revenues”. Together with Dr. Josef Adam, CFO and Member of the Board of Czech Airlines, he will present an integrated commercial approach for a successful ancillary revenue strategy.
When it comes to increasing ancillary revenue, airlines have to take every marketing element into account. Only a well-balanced interaction between product, price, place and promotion can lead to a promising, long-term strategy that not only helps to better understand customers’ wishes, but also to invest resources in the right place. Based on a case study about Czech Airlines, Sucha and Adam will present the airline’s tremendous revenue growth since the implementation of Lufthansa Consulting’s approach. “Airlines may suffer severe losses, especially when competing with low-cost carriers on short- to medium-haul routes, if they do not have the right ancillary revenue concept in place. By defining and implementing the core elements of an ancillary revenue strategy, a great economic success can be achieved within a short time”, says Sucha.
The theme for the 12th Annual Ancillary Merchandising Conference (AMC) is "Getting ahead in the Digital Age.” Aviation experts will present digital opportunities and their advantages within the travel industry. In panel sessions, speeches and networking receptions, the wide range of new measures and approaches will be discussed - from automated commerce to how to drive people to products and services.