[ad_1]
Only 4 out of 10 people who fly on Delta are members of SkyMiles, the airline’s loyalty program.
Statistics like this highlight the opportunity for airlines to expand their data and offer a richer in-flight experience. One way we do this is by offering free Wi-Fi and other inflight entertainment options to SkyMiles members.
According to Delta CMO Tim Mapes, “40% of a given plane is a member of SkyMiles and 60% is not, so this is a huge growth opportunity,” he said following Thursday’s announcement at CES. told Adweek.
“If we find out that a customer is a member of the SkyMiles program, we will be able to communicate more directly through text messages and emails,” he said.
Free Wi-Fi, introduced in February, is the first step in a larger plan to transform Delta’s in-flight entertainment system into a content hub, leveraging media partnerships to give passengers access to videos, games and news will do so.
Beginning in April, Delta will launch the Delta Exclusives platform with partners such as The New York Times Games, Paramount+, travel publication Atlas Obscura and booking site Resy.
It will also integrate customer data and engagement history into an inflight entertainment platform called Delta Sync to tailor the content offered through login accounts, said Ranjan Goswami, senior vice president of customer experience design at Delta.
Goswami told Adweek: “Delta Sync is basically an overarching brand that Delta personalizes something for you. They know you, they see you and they want to give you a unique experience We believe our airline is the perfect platform for personalization.”
“All of this richness of content will impact what we believe is membership over loyalty. says Mapes.
For brands like The New York Times, partnerships with Delta introduce passengers to the publisher’s wide range of products.
Amy Weizenbach, head of marketing for The New York Times, told Adweek: “Obviously we have consciousness almost everywhere, which is great. But we are well known for breaking news and politics. , The New York Times I want people to know that there are cooking and wire cutters and athletics.”
Even with travelers back in the skies, in-flight enhancements are being made as the airline industry still struggles to fully recover from the pandemic, Goswami said.
“To come out of the pandemic, we need to make sure that our credibility is exactly the same as when we got into the pandemic,” Goswami added. “In your app, everything should be seamless, everything should be predictable, and you should be able to recognize exactly who you are.”
Delta Air Lines has discovered $300 billion in unmet travel demand as a result of the pandemic. And as more global markets reopen, the airline will be there, Mapes said.
“There is some demand for travel recovery,” he said. “Travel is one of the things people find a way to prioritize as a reward for themselves.”
[ad_2]
Source link
