2017年航空公司辅助服务收入报告（英文版）_108页_7mb

2017 CarTrawler Yearbook of Ancillary Revenue Summary

Core Content

The 2017 CarTrawler Yearbook of Ancillary Revenue provides an in-depth analysis of how airlines generate revenue beyond ticket sales, highlighting the growing importance of ancillary revenue in the airline industry. It includes data from 138 global airlines, with 66 disclosing detailed ancillary revenue figures, representing a significant increase from previous years. The report emphasizes the role of ancillary revenue in supporting airline profitability and competitiveness, especially in the context of economic challenges.

Main Viewpoints

• Ancillary Revenue Growth: The total ancillary revenue of the top 10 airlines increased dramatically from $2.1 billion in 2007 to over $28 billion in 2016, reflecting a major shift in airline revenue models.
• Ancillary Revenue Sources: The report defines ancillary revenue as income generated beyond ticket sales, including:
  • Frequent flyer programs
  • A la carte features (e.g., baggage, seats, in-flight services)
  • Commission-based products (e.g., car rentals, travel insurance)
  • Advertising
  • Fare or product bundles
• Per Passenger Revenue: Ancillary revenue is increasingly measured on a per passenger basis, with low-cost carriers (LCCs) and ultra-low-cost carriers (ULCCs) leading in this category.
• Frequent Flyer Programs: These programs are a major contributor to ancillary revenue, especially for global carriers, with revenue generated from the sale of miles/points to banks and partners.
• Market Trends: The "branded fare" model, where passengers can choose between basic, premium, or full fare options, is becoming more widespread, even among global carriers.
• Dynamic Pricing: Airlines are adopting dynamic pricing strategies to adjust ancillary revenue based on demand, though caution is advised in implementing such changes.
• Challenges and Opportunities: The report highlights the need for alignment between airline brands, employees, and customers to ensure successful ancillary revenue initiatives.

Key Information

Top 10 Airlines by Total Ancillary Revenue (2016)

Ancillary Revenue as a % of Total Revenue (2016)

Ancillary Revenue per Passenger (2016)

Ancillary Revenue by Source

• Frequent Flyer Programs: Major contributors to ancillary revenue, especially for global carriers. Examples include United MileagePlus and Qantas Frequent Flyer.
• A la Carte Features: Commonly used by LCCs and ULCCs to generate revenue through optional services such as baggage fees, seat assignments, and in-flight purchases.
• Commission-Based Products: Includes revenue from travel retail activities like car rentals, hotel bookings, and travel insurance.
• Advertising: Revenue from inflight magazines, onboard advertising, and airport-related promotions.
• Fare or Product Bundles: Revenue generated from bundled services such as checked baggage, early boarding, and extra leg room.

Recommendations for Ancillary Revenue Strategy

The report outlines five steps for airlines to develop a sustainable ancillary revenue strategy:

1. Understand the Opportunity: Ensure top management is aware of the potential and options for ancillary revenue.
2. Brand the Mission: Create a clear and consistent branding message for ancillary revenue that aligns with the core brand.
3. Lead the Initiative: Appoint a leader who can guide the development and maximization of ancillary revenue.
4. Listen to Employees: Engage employees to ensure customer satisfaction and support for ancillary initiatives.
5. Focus on Key Products: Choose products that are valuable to customers, leverage natural advantages, and are difficult for competitors to replicate.

Additional Highlights

• Frequent Flyer Revenue Examples:

  • United MileagePlus: $3,022,000,000
  • Qantas Frequent Flyer: $1,088,173,600
  • Avios – IAG (BA & Iberia): $539,109,946
  • Delta Comfort+ Load Factor: 46% (up 15 points)
  • JetBlue: Incremental revenue of $260 million from branded fares
  • Qantas: 35% of all credit card spending in Australia is on Qantas co-branded cards

• Ancillary Revenue Trends:

  • Low-cost carriers and ULCCs are leading in per passenger ancillary revenue.
  • Consumers often choose to pay more for premium services despite the availability of basic economy fares.
  • The "branded fare" model is becoming more common, even among global carriers.

• Caution and Communication:

  • Dynamic pricing and a la carte fee structures require careful communication and alignment with all stakeholders.
  • Not all revenue streams are directly linked to the passenger travel experience, and some should be categorized separately.

Conclusion

Ancillary revenue is becoming a critical component of airline profitability, with a significant growth in both total and per passenger figures. The report underscores the importance of strategic planning, employee engagement, and clear communication in successfully implementing ancillary revenue models. It also highlights the increasing convergence of practices between low-cost and global carriers, with the latter adopting a la carte and branded fare strategies to remain competitive.