This one-week project combines the best of IdeaWorks' consulting work: qualitative and quantitative observations of customer behavior; building teamwork and advancing ancillary revenue expertise through a workshop; and providing a concise 6-page summary of the assessment work.

Project objectives:

• Airline management learns areas of strength and concern regarding its ancillary revenue strategy, a la carte products, airline competitors, and department capabilities.
• Jay Sorensen delivers 6-page written ancillary revenue assessment to management on final day.
• Jay Sorensen gains background on airport and onboard customer service operations prior to workshop.
• Airline staff builds ancillary revenue, airline retail, and product development knowledge during an afternoon workshop.
• Workshop post-it note activity reinforces awareness and builds ancillary revenue ideas and focus areas using the perspectives of product strength, competitor weakness, and consumer needs.
• Department-level interaction with Jay Sorensen addresses specific questions.
• This project focuses on a la carte and travel related ancillaries, and does not focus on loyalty marketing and co-branding.

The 6-page Assessment Report includes these topics:

• Description of the engagement.
• Summary of the strategic direction determined from the executive interviews.
• General overview and commentary on key ancillary revenue areas: branded fares, seat assignment, baggage, and lounges.
• Observations of airport operations with emphasis on baggage.
• Observations from flights of ancillary revenue issues related to cabin service from flights.
• Results from the workshop and commentary on the areas offering the greatest opportunity.
  Concluding comments and next steps.

Pricing and more details are available upon request by using the contact form on this page.