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Luxair – Regionale Fluggesellschaft im kompetitiven Umfeld
Gastvortrag am Lehrstuhl für Marketing & Handel, Universität Trier
Alberto O. Kunkel , MBA
(Vize-Generaldirektor Tour Operating und Sales & Marketing)
Dr. Martin Jager
(Direct Sales & CRM Manager)
29. Januar 2014
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1. LuxairGroup: Passionate – Caring – Responsible
2. Luxair Luxembourg Airlines: Marketing Management
• Market & Competitive Environment
• Marketing Strategy & Vision
• Marketing-Mix
• Retention & Customer Loyalty
3. eCommerce Future – Mobile Strategy & eServices
Agenda
3 Passionate - Caring - Responsible
About LuxairGroup
A major regional player in ‘Greater Luxembourg’ area, with
its primary focus on: Comfort, service quality & safety, setting the benchmark as ‘carrier of choice’
Turnover 446.7 (mio EUR)*
Staff 2,309*
Founded 1961
Activities Luxair Luxembourg Airlines
LuxairTours
LuxairCARGO
LuxairServices *2012
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Structure
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• Luxembourg Airlines Company formed 1948
• Reorganization and name change to ‘Luxair - 1961
Société Luxembourgeoise de Navigation Aérienne’
• Launch of commercial activities, LUX-Paris and LUX-Frankfurt
with Fokker F27. 1962
Sustained and fast growth.
• First Holiday flights to Nice and Palma 1964
• LuxairTours launched 1968
• First freight warehouse 1968
• New Cargocenter built 1996
• Repositioning - ‘Building a New Airline’ 2006
• Economic crisis 2008
History
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Executive Committee
Adrien Ney
President and
Chief Executive Officer
Martin Isler
Executive Vice-President
Airline
Thomas Czypulowski
Senior Vice-President
Information Systems
Alberto O. Kunkel
Executive Vice-President
Tour Operating,
Sales&Marketing
Michel Folmer
General Secretary
Laurent Jossart
Executive Vice-President
Finance
7 Passionate - Caring - Responsible 7
• Passengers 1,374,810
• Revenue p km (thousands) 1,660
• Seat Load Factor 73.4%
• Passengers at Luxembourg Airport 1,919,880
• Flight hours 37,291
• Meals served 1,689,000
• Freight handled (tons) 638,068
• Staff (average 2012) 2,309
Key facts
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• LuxairTours – Quality Sunshine Holidays
• Happy Summer – Best Value Beach Holidays for Families
• Metropolis – European City Breacks
• Discoveries – Cruises and Circuits
• Excellence – High-Quality Packages
• State-of-the art Cargocenter
• 293,000 m2 cargo infrastructure
• Annual capacity of more than 1 million tons
• 1,919,880 Passengers assisted
• 1,689,000 Meals served
• 37,291 aircraft movements, Management of +500 vehicles
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1. LuxairGroup: Passionate – Caring – Responsible
2. Luxair Luxembourg Airlines: Marketing Management
• Market & Competitive Environment
• Marketing Strategy & Vision
• Marketing-Mix
• Retention & Customer Loyalty
3. eCommerce Future – Mobile Strategy & eServices
Agenda
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Market & Competitive Environment
INDUSTRY • Regional Carrier
• European Network
• Economies of Scale
Adapt to industry standards
through global systems
Network & Codeshare Strategy
MARKET
• Small Catchment Area
• Regional Complexity
• Challenge of Direct Customer
Reach
Differentiation to keep regional
advantage through CRM,
eServices and customer focus
MARKET
DEVELOPMENT
• Low Cost
• Cost Efficiency
• Dynamic, Permanent Change
Focus on services related to
strategic targets
Competitive & dynamic offer
Cost reduction
TECHNOLOGY • Central Industry Standards
• Mobility
• Early Adopter
Integration and management of
state-of the art systems & tools
E-COMMERCE
• Personalisation
• Global Technology
• Key Industry Driver
• Complexity
Customer Retention through CRM,
eServices & state-of-the art online
and mobile presence
REGULATIONS • International & Airline
• EU Legislation (passenger rights,
consumer protection, etc.)
Adopt to industry standards, full
alignment with legislation
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Paris
Brindisi, Catania, Genoa,
Lamezia, Milan, Naples,
Palermo, Rome, Turin,
Venice, Verona
Bucharest, Budapest,
Vienna
Cracow, Warsaw
Athens, Berlin, Bilbao,
Bologna, Bremen, Dresden,
Frankfurt, Hamburg,
Helsinki, Leipzig, Lisbon,
Munich, Sofia, Stockholm,
Venice
Istanbul
Network & Codeshare Strategy
Network: 43 Destinations – 18 operated by Luxair, 25 Codeshare Destinations
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Munich
Cooperation Example with
Lufthansa:
From Luxembourg via
Munich to the World
Cooperation Example: From Luxembourg via Munich to
the World – 3 Daily Flights to the Hub Munich
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1. LuxairGroup: Passionate – Caring – Responsible
2. Luxair Luxembourg Airlines: Marketing Management
• Market & Competitive Environment
• Marketing Strategy & Vision
• Marketing-Mix
• Retention & Customer Loyalty
3. eCommerce Future – Mobile Strategy & eServices
Agenda
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• Modern fleet founded on highest standards of quality,
comfort and safety
• Easily accessible airport with modern infrastructure, incl.
Luxair Business Lounge, Business Check-In, Buy Bye
Shops
• Same-day-return options
• Attractive Fare Structure as of 99€ for Leisure Travellers,
maximum Flexibility for Business Customers
• Miles & More Bonus Miles on all Services
6 Embraer ERJ 145 - 49 seats
6 Bombardier Q400 - 76 seats
3 Boeing 737-700 - 141 seats
2 Boeing 737-800 - 186 seats
Luxair Luxembourg Airlines – Fly in Good Company
Reference Carrier of the Greater Region – Connecting the
Greater Region to Europe, and Europe to Luxembourg
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Our Home Base: Luxembourg Airport
Luxembourg Airport – At the Heart of Europe
Modern Airport: Qualitative architectural Concept and innovative
Design with Focus on Fast Connections, Comfort & Flexibility
Service Quality based on Dedicated Luxair Check-In, Service &
Ticket Desks, Buy Bye Shops, Luxair Business Lounge, etc.
Direct Access: Thanks to a highway network right on its doorstep,
Luxembourg Airport is easy to access from anywhere in the
Greater Region (e.g. less than 45 km from Trier via A1 Highway)
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• Adapt our Services to our
customers expectations
• Enhance our Service
ranges and quality
• Anticipate market trends
• Be qualitative and
competitive
LUXAIR
New Customer Strategy
• Mobility and flexibilty for
our clients
• Save time and access to
improved comfort level
• Luxair as preferred travel
choice due to customized
offers & services in line
with personal demand
Best Value for Money Best Feeling for Money
Customer
New Travel Experience
CRM
LUXAIR as FULL SERVICE CARRIER
DIFFERENTIATION – FOCUS ON TARGETS – CUSTOMER LOYALTY
Luxair Full Service Carrier Strategy
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1. LuxairGroup: Passionate – Caring – Responsible
2. Luxair Luxembourg Airlines: Marketing Management
• Market & Competitive Environment
• Marketing Strategy & Vision
• Marketing-Mix
• Retention & Customer Loyalty
3. eCommerce Future – Mobile Strategy & eServices
Agenda
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How to play the Marketing Mix
PLACE
Focus: Direct Sales Web
Plus: Corporates & TAs
PRICE
Dynamic Pricing
Price Differentiation based on
Flexibility & Service Levels
PRODUCT & SERVICE
Standardized Products & Services
Business Class vs. Economy
Class
PROMOTION
Newsletter Actions
Multiple Online Entry Points
Flyers & Offline Campaigns
Image Brochure & Sales Events
Customer-Orientation
ALL CUSTOMERS
CRM
Customer Feedback & Behavior will lead to
Learning Effects for Future…
Target Options
BUSINESS vs.
LEISURE PURPOSE
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Dynamic Pricing Strategy & Revenue Management
Luxair Dynamic Pricing Strategy & Revenue Management
Dynamic & Simultaneous Pricing to Optimize Profitability based on 1. Capacity & Seat Load Factor,
2. Customer Behaviour & Advance Purchase Time, 3. Route Steering & Booking Class Management
Price Differentiation: Commercial Fare Families based on Fare Rules, Product Features & Flexibility Needs
New Luxair Fare Structure as of September 2013
99€ – 280€* 280€ – 550€* 650€ – 950€* 600€ – 900€* 900€ – 1250€*
* Ø Price Range per Commercial Fare Family: Return Flight, all incl.!
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Commercial Fare Families – Fare Rules & Features
FARE RULES
Change/Refund Changes & refund not
possible
Changes possible, no
refund Flexible & refundable
Changes possible, no
refund Flexible & reundable
Name Change No No No No No
Changes No 85€ Free 85€ Free
Net Fare Refund No No 100% No 100%
PRODUCT FEATURES
Baggage
Allowance 20 KG 20 KG 20 KG 30 KG 30 KG
Hand Luggage 1x7 KG 1x7 KG 1x7 KG 2x7 KG 2x7 KG
Lounge Access No No No Yes Yes
Business Class
Check-In No No No Yes Yes
Miles & More
(International) 125 Miles 750 Miles 1.250 Miles 1.250 Miles 2.000 Miles
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Focus on Entry Price Level from 99€*
Return Flight + “Best Value for Money”
Entry Price Strategy from 99€* Return Flight for the most
beautiful cities in Europe, full Luxair Service included
Proactive Price Communication and Luxair Special Actions
with Focus on Direct Sales Web
“Best Value for Money” Formula: Attractive Entry Price
Structure for Leisure Customers together with Luxair
Service Quality Standards
Attractive Entry Price Strategy from 99€* Return Flight
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Price incl. taxes
and charges
Online check-in and
seat reservation MyLuxair
Business Lounge
(C-Class+ M&M Status Members)
Complimentary food, drinks &
newspapers onboard
Award and Status Miles
with Miles & More
Best Business Schedule & Centrally
located airports
Baggage Allowance:
20 kg (Eco), 30 kg (C-Class)
Hand Luggage:
7 kg (Eco), 2 * 7 kg (C-Class)
Product & Service – Luxair Value Proposition
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Exclusive advantages – tailor-made for you
Fully flexible and refundable
Baggage allowance of 30 kg and hand luggage of 2 pieces
Valuable 2000 Miles & More Award / Status Miles
Save valuable time
Check-in online and save 20 minutes at the airport
Boarding Pass directly on mobile phone as a 2D barcode
Choose your seat onboard with the eServices free of charge
Travel in complete tranquillity
Dedicated Business Class check-in desk at Luxembourg Airport
Access to Business Lounges at various Airports
Check-in open right up until 30 minutes prior flight departure
More comfort and service quality
A quality onboard service provided by multilingual staff
Delicious Business Class meals, large choice of drinks/wines
Large choice of selected up-to-date newspapers and a choice of 5 magazines
Product & Service – Luxair Business Class
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Place – Focus on Direct Sales Web
Main Website www.luxair.lu in 3
languages, best offers & services,
valuable info about the Luxair World
Sales 2013: Ca. 180,000 Luxair
Bookings (Pax), Growth Rate: +29%
vs. 2012
Modern Infrastructure, State-of-the Art
Booking Tools, MyLuxair, Newsletter
Subscription Options, etc.
Additional Country Microsites
UK Microsite www.luxair.co.uk,
DE Microsite www.luxair.de,
FR Microsite www.luxair.fr,
IT Microsite www.luxair.it
Welcome to www.luxair.lu
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Place – Social Media
Follow us on Facebook
36,600 Luxair Fans + 23,900 LuxairTours Fans on
Facebook (Re-Duplication versus 2012)
Access to recent Sales Actions & Special Offers,
Games & Surveys, City Tips & Events etc.
Next Step: New Social Media Strategy, Dedicated
Community Management with External Agency
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Business Customer Communication – Luxair
Business Traveller Newsletter
Luxair Premium Business Newsletter
CRM-Based Premium Business Newsletter Concept
“Luxair Business Traveller News” with 2 Editions / Year
Objectives: Push Sales Figures with Focus on Business
Purpose, Improve Luxair Brand Awareness & Image
Approach: Proactive Communication of Valuable Insights
& Key Product Features, Focus on Quality & Services
CRM-based Targets: +40k Business Purpose Customers
with ca. 50% Full Personalization (like “Dear Mr. Jager”)
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B2B Communication – Luxair Travel Agency
Newsletter
Luxair Travel Partner News
New Travel Agency Newsletter Concept – Multi-Topic
B2B Newsletter based on Quarterly Editions
Objectives: Improve B2B Communication, Push Sales
Figures, Inform Travel Agency Partners about Luxair
news
Approach: From Single B2B Mailings to Quarterly
Editions … and A Dedicated Luxair TA Extranet in Future
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Leisure Customer Communication – Luxair
Leisure Newsletter Subscription
Luxair Online Newsletter Service
Our Online Newsletter is a very convenient tool, and
brings our subscribers a useful mix of information related
to our flights, promotions, last minute offers or travel
suggestions
In a nutshell, this is the best way to stay tuned and
never miss out our latest offers
Simply Subscribe via www.luxair.lu !
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Promotion – Luxair Leisure Newsletter Examples with
Focus on “Best Value for Money”
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1. LuxairGroup: Passionate – Caring – Responsible
2. Luxair Luxembourg Airlines: Marketing Management
• Market & Competitive Environment
• Marketing Strategy & Vision
• Marketing-Mix
• Retention & Customer Loyalty
3. eCommerce Future – Mobile Strategy & eServices
Agenda
31 Passionate - Caring - Responsible
Register: Become a member free of charge to enjoy multiple benefits
Earn Miles: Hotels, flights & travel, shopping & lifestyle, car rental,
etc.
Spend Miles: Flight awards & upgrades, hotels, gifts & presents, etc.
Business Lounge Access, Waitlist Priority, higher Baggage Allowance,
Guaranteed Seats up to 24 h before Flight, Free Flight Vouchers, etc.
Luxair as Fully Integrated Miles & More Partner
Raise your Status Step by Step – Enjoy more
Advantages and Benefits with each Status Level
Luxair as Full Partner of Miles & More – Europe’s
largest Frequent Flyer Program
Senator
Distinguished by Esteem
Valuable High-Level Privileges with the Personal Note
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HON Circle Member
The Principle of highest Recognition
Exquisite Services & Benefits for an Exclusive Circle
Frequent Traveller
Privileges to experience
The Entry to the World of Status Customers
Base Member
A World to experience
Miles & More – Your Partner with real Added-Value
Miles & More Status Levels
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Miles & More Promotion Example
Miles & More Silver Promotion: FTL Status is within Reach!
CRM-Based Miles & More Action to reach Frequent Traveller Status based on
Flight Target of 15 Return Flights (=30 Segments) in 2013
Objectives: Customer Retention and Loyalty, Incremental Business via Flight
Targets, Customer Added-Value
Approach: Proactive Communication of Frequent Flyer Status Advantages
(e.g. Business Lounge, higher baggage allowance, exclusive service hotline,
etc.… ) to encourage Incremental Flight Bookings by Customer
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CRM-based Luxair Loyalty Actions
Luxair Loyalty Actions
CRM-Based Loyalty Actions on selected Key
Destinations with Flight Targets based on Customer
Subscriptions
Objectives: Revenue Protection, Win Market Share,
Customer Retention and Loyalty, Incremental Business
Approach: Flight Targets in a Predefined Flight Period: 5
Return Flights = 1 Free Ticket, 4 Return Flights = Gift
Voucher, TOP 5 Customers = Flight + Hotel City Trip
Results: CRM-Target Customers with +40% Flight
Activity in Average during Action Period!
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1. LuxairGroup: Passionate – Caring – Responsible
2. Luxair Luxembourg Airlines: Marketing Management
• Market & Competitive Environment
• Marketing Strategy & Vision
• Marketing-Mix
• Retention & Customer Loyalty
3. eCommerce Future – Mobile Strategy & eServices
Agenda
CUSTOMER ADDED-VALUE
• Feel Free Experience = Customer Choice
• Fast Travel Experience = Save Time & Ease
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• E-Services – Convenient Travel :
Facilitate Sales & Customer Services
through all Distribution Channels
• Fast Travel – Full Self-Service Suite:
Speed up Passenger Journey &
Address Customer Demands for more
Choice, Convenience, Control
IATA E-Services & Fast Travel
Vision
New Luxair eServices Vision
New “Luxair Feel Free Experience”
Vision
LUXAIR KEY ADVANTAGES
• Image: Modern Services in line with Industry Standard
• Perception: Comfort & Flexibility for our passengers
• Efficiency: Process Speed, Efficient Handling, Long-
term Return on Investment
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Luxair eServices – Save 20 Minutes at the Airport
Web & Mobile Check-In
Save 20 minutes at the airport and check-in
online directly from home or from office – or even
via your Mobile Phone!
Arrive at the airport with your boarding pass in
hands: Print your boarding pass or receive it as
a 2D barcode directly on your mobile phone
Select your seat in advance: Window or aisle?
Take advantage of our free seat selection
service
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MyLuxair – Your Virtual Lounge on the Web
Retrieve and easily manage your Bookings
Save your Customer Profile Details for your next Booking
Subscribe to the Luxair Newsletter and benefit from Special Offers
Subscribe to SMS Alerts Services in Case of Irregularities
Choose your preferred Seat on Board
Check-in online or via your Mobile Phone – convenient, fast and easy
Print out your boarding pass or get it directly on your mobile phone
Contact our CallCenter in a fast and personalized Way
Already 25,000 Members, simply register via www.luxair.lu
MyLuxair
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Luxair unveils its Brand New Mobile Website
mobile.luxair.lu
Stay fully connected and updated when you are on the
move. With Luxair’s brand new Mobile Site mobile.luxair.lu !
Optimised for Smartphones and tablets: Access to Mobile
Check-In, Flight Status, Business Lounge Finder, City
Guides, and many other valuable Services
NEW! Book your next Luxair Flight with Ease directly
from your Mobile Phone now!
Smartphone usage increased heavily since 2010: 70% of
passengers carry a smartphone! Booking tickets via mobile
phones expected to rise from 2% of passengers to 7% by 2015.*
* Source: SITA Passengers Self Service Survey 2012.
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