In the world of Travel and Hospitality, and like many verticals within it, Aviation is incredibly competitive. Companies that are growing and excelling are creating unique stories, value propositions and experiences for travellers that make travelling more enjoyable and easier than ever, both online and offline.
At the Adobe Summit last week I listened to some of the digital leadership team of Avianca Airlines talk about how their keen focus on creating the world’s best digital experience for guests is changing the game for their airline. Having started their airline only 10 years ago with about 30 airplanes flying domestically in Columbia, they are now the second largest airline in South America with over 170 airplanes, seeing continued international and continental market share growth.
There were several things they changed over the past decade in their infrastructure, positioning and technology that helped them establish a foundation that has become their “beginning”. But ultimately, their growth and success came with a new focus on the customer experience first.
“Experience” is what all people are looking for. They are looking for a positive feeling tied to their own goals and aspirations in whatever they buy, and Avianca realized that they wanted to be the airline to do that for their guests. Further, they wanted to bring this feeling of positive aspiration in every touch point of their digital experience too.
To do this, it required united leadership, a strong vision and a change in their culture to support it.