Airlines' Ancillary Services via Direct Channels: Generation Y’s Perspective
Marcenko, Vladans (2015)
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015100515139
https://urn.fi/URN:NBN:fi:amk-2015100515139
Tiivistelmä
This work is a research-oriented bachelor thesis on the topic of ancillary services offered on the websites of airlines. The main objective of this work is to understand and optimize the sales of ancillary services through direct channel sales to generation Y.
The main problem of the thesis is the question – how to know the main areas of interest among generation Y toward ancillary services; what is important; what is prioritized by this demographic segment and what is irrelevant for them.
The reader of this work will be introduced to the theory of ancillary services and generation Y, to a survey, both quantitative and qualitative, regarding the ancillary services and a comparison of most commonly booked airlines on the Finnish market regarding their strategy of selling and promoting ancillary services to consumers.
The results of the survey show that most important ancillary services for generation Y are Wi-Fi on-board; checked baggage and ticket flexibility.
The comparison of direct channels indicates that three airlines, Air Berlin, Norwegian and airBaltic, are customer-oriented and offer an outstanding amount of ancillary ser-vices when the traveler is purchasing the cheapest ticket type.
The main problem of the thesis is the question – how to know the main areas of interest among generation Y toward ancillary services; what is important; what is prioritized by this demographic segment and what is irrelevant for them.
The reader of this work will be introduced to the theory of ancillary services and generation Y, to a survey, both quantitative and qualitative, regarding the ancillary services and a comparison of most commonly booked airlines on the Finnish market regarding their strategy of selling and promoting ancillary services to consumers.
The results of the survey show that most important ancillary services for generation Y are Wi-Fi on-board; checked baggage and ticket flexibility.
The comparison of direct channels indicates that three airlines, Air Berlin, Norwegian and airBaltic, are customer-oriented and offer an outstanding amount of ancillary ser-vices when the traveler is purchasing the cheapest ticket type.