Optimizing the merchandising of airline ancillary services through Travel Management Companies
Okura, Sari (2015)
Haaga-Helia ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015111016199
https://urn.fi/URN:NBN:fi:amk-2015111016199
Tiivistelmä
The thesis studies the merchandising of airline ancillary services to business travellers through two anonymous Travel Management companies’ (TMC) and one anonymous Online Business Travel Agency (OLBTA) operating in the Finnish market. It assesses the tools available and the practices in place, and whether these could be optimised in a reasonable manner.
The thesis also looks into various obstacles the TMCs face during the merchandising and sales process of these products and identifying the various bottlenecks along that process, what causes them, how these problems could be prevented and what could be done to improve those issues. The thesis aims to get a better understanding of the value and the need of these services to the business travellers as end users.
The theoretical frame of the research introduces the theory of merchandising and sales process in business travel. In order to get a deeper understanding of the processes, two surveys were conducted; one for the sales personnel of the TMCs and one for the business travellers who use the TMCs’ services.
The main findings of the thesis were that the TMCs lack time to properly serve their customers. They would therefore benefit from better and faster technical tools for booking the airline ancillary services and better tools and instructions on how to present them to the customers, as well as more training and time to practise booking them, including better product information. The BTs are looking for enhanced and personalized travel experiences and clear communication relating to the ancillary services. They expect to be able to find out more easily which services are included in their booking. Finally, improvement suggestions were provided to the commissioner along with suggestions for further research.
The thesis also looks into various obstacles the TMCs face during the merchandising and sales process of these products and identifying the various bottlenecks along that process, what causes them, how these problems could be prevented and what could be done to improve those issues. The thesis aims to get a better understanding of the value and the need of these services to the business travellers as end users.
The theoretical frame of the research introduces the theory of merchandising and sales process in business travel. In order to get a deeper understanding of the processes, two surveys were conducted; one for the sales personnel of the TMCs and one for the business travellers who use the TMCs’ services.
The main findings of the thesis were that the TMCs lack time to properly serve their customers. They would therefore benefit from better and faster technical tools for booking the airline ancillary services and better tools and instructions on how to present them to the customers, as well as more training and time to practise booking them, including better product information. The BTs are looking for enhanced and personalized travel experiences and clear communication relating to the ancillary services. They expect to be able to find out more easily which services are included in their booking. Finally, improvement suggestions were provided to the commissioner along with suggestions for further research.