2016年TOP10航空公司辅助服务收入排名（英文版）_10页_985kb

2016 Top 10 Airline Ancillary Revenue Rankings Summary

Core Content

This report, sponsored by CarTrawler, analyzes the growth and distribution of ancillary revenue among the world's top airlines in 2016. Ancillary revenue refers to income generated beyond the sale of airline tickets, including fees for services like checked baggage, seat assignments, and commissions from travel retail activities such as car rentals and travel insurance. The report highlights the increasing importance of ancillary revenue in airline financial statements and its role in enhancing profitability and customer loyalty.

Main Points

• Ancillary Revenue Growth: In 2016, the top 10 airlines generated over $28 billion in ancillary revenue, compared to $2.1 billion in 2007.
• Sources of Ancillary Revenue:
  • Frequent Flyer Programs (FFP): These are a major source for most airlines, especially global carriers.
  • A la carte fees: Checked baggage, seat assignments, and onboard services.
  • Travel retail commissions: Earned from car hire, hotel bookings, and travel insurance.
• Low Cost Carriers (LCCs) and Ultra Low Cost Carriers (ULCCs): LCCs like Ryanair and easyJet rely heavily on a la carte fees, while ULCCs such as Frontier have seen significant growth through the adoption of this model.
• Ancillary Revenue as a Percentage of Total Revenue:
  • Low cost carriers tend to have higher percentages of ancillary revenue relative to total revenue.
  • Table 2 shows that Spirit, Frontier, and Allegiant led the way with over 40% of revenue coming from ancillary sources.
• Ancillary Revenue Per Passenger:
  • Table 3 reveals that some airlines, like Spirit and Allegiant, generated over $48 per passenger in ancillary revenue.
  • Global carriers such as United and Qantas also had strong per passenger results, with $43.46 and $42.38 respectively.
• Frequent Flyer Program Revenue:
  • Table 4 highlights the substantial contribution of FFPs to ancillary revenue, with United MileagePlus and Qantas Frequent Flyer leading the pack.
  • Qantas Group reported over $95 per member in FFP revenue, with 35% of credit card spend in Australia coming from Qantas co-branded cards.
• Trends and Challenges:
  • The rise of a la carte models has influenced global carriers to adopt similar strategies.
  • Airlines must balance the introduction of ancillary fees with maintaining customer satisfaction and brand alignment.
  • The travel industry is evolving rapidly, with new entrants and strategic changes such as the launch of low-cost subsidiaries and the absorption of competitors.

Key Information

• Methodology: IdeaWorksCompany analyzed financial documents from 138 airlines, with 66 disclosing ancillary revenue data.
• Disclosure Notes: The report acknowledges that some data is estimated, and the information is not guaranteed to be accurate or complete.
• Currency Conversion: Results are presented in US dollars unless otherwise noted, with exchange rates based on 01 July 2016.
• Future Reports: A detailed 90+ page report on the 66 disclosing airlines will be released in September 2017, followed by a companion report in November 2017 covering more than 180 airlines.

Ancillary Revenue Strategies

• Branded Fares: Airlines use tiered pricing models ("good, better, best") to encourage customers to pay more for premium services.
• Dynamic Pricing: Technology enables airlines to adjust prices based on demand, though this requires careful implementation to avoid negative customer reactions.
• Employee and Customer Alignment: Successful ancillary revenue strategies require both customer engagement and internal support from employees.
• Five Steps for Ancillary Revenue Success:
  1. Understand the opportunity and get top management buy-in.
  2. Brand the mission to align with customer and investor expectations.
  3. Lead the initiative with a skilled diplomat.
  4. Listen to employees for insights and support.
  5. Focus on products that are customer-centric, competitive, and unique.

Conclusion

Ancillary revenue has become a critical component of airline profitability, with low cost and ultra low cost carriers leading the way in percentage terms. Global carriers, through FFPs and travel retail, also play a significant role. The report emphasizes the need for strategic, customer-aligned approaches to ancillary revenue generation in a rapidly evolving industry.