2017年航空公司辅助服务收入报告（英文版）_110页-7mb

2017 CarTrawler Yearbook of Ancillary Revenue Summary

Core Content

The 2017 CarTrawler Yearbook of Ancillary Revenue provides an in-depth analysis of the growth and evolution of ancillary revenue in the airline industry, highlighting how airlines generate income beyond ticket sales. The report emphasizes the increasing importance of ancillary revenue in airline financial performance and how it is becoming a key strategy for both low-cost and global carriers.

Main Points

1. Ancillary Revenue Growth

• In 2007, the top 10 airlines generated $2.1 billion in ancillary revenue.
• By 2016, this figure had surged to over $28 billion.
• The report highlights the shift in airline revenue models, with ancillary income becoming a crucial part of airline finances.

2. Ancillary Revenue Sources

Ancillary revenue includes:

• Frequent Flyer Programs (FFP): Miles or points sold to banks and partners.
• A la Carte Services: Fees for optional extras like checked baggage, assigned seats, and in-flight purchases.
• Commission-Based Products: Income from travel retail, such as car rentals and travel insurance.
• Advertising: Revenue from inflight magazines, onboard ads, and airport placements.
• Fare or Product Bundles: Revenue from ancillary components included in fare packages.

3. Ancillary Revenue by Airline

• Low-cost carriers (LCCs) like Ryanair, easyJet, and Frontier have shown significant growth in ancillary revenue, often relying heavily on a la carte fees.
• Global carriers such as United, Delta, and Qantas also generate substantial ancillary revenue, especially through frequent flyer programs and co-branded credit cards.
• The report includes Table I, which outlines the total ancillary revenue for the top 10 airlines in 2016, with Ryanair and easyJet being exceptions, relying mostly on a la carte and travel retail commissions.

4. Ancillary Revenue as a Percentage of Total Revenue

• Low-cost carriers typically achieve higher percentages of ancillary revenue relative to total revenue.
• Table 2 shows that Frontier Airlines led with 42.4% of revenue coming from ancillary sources, up from 7.7% in 2011.
• Spirit Airlines also achieved a notable 46.4%, with a significant increase from 33.2% in 2011.
• Qantas and United score high in per passenger ancillary revenue, with $42.38 and $43.46 respectively.

5. Ancillary Revenue per Passenger

• Table 3 shows that Frontier Airlines had the highest ancillary revenue per passenger at $48.60, with a 434.1% increase from 2011.
• Allegiant and Spirit also show strong growth, with $48.93 and $49.89 per passenger in 2016.
• United and Qantas generate $21.11 and $21.14 per passenger through their frequent flyer programs.

6. Frequent Flyer Program Revenue

• Table 4 highlights the revenue generated by frequent flyer programs.
• United MileagePlus generated $3.022 billion, with $21.11 per passenger.
• Qantas Frequent Flyer earned $1.088 billion, with $21.14 per passenger.
• Avios (IAG) and Japan Airlines Mileage Bank also show strong performance, with $5.36 and $4.86 per passenger.

7. Ancillary Revenue Strategies

• Airlines are adopting dynamic pricing and branded fare models to increase ancillary revenue.
• Branded fares (e.g., Basic Economy, Main Cabin) are designed to encourage customers to pay more for added services.
• The report notes that consumers often choose to pay more for better service, as seen with United and American Airlines.

8. Challenges and Considerations

• The report cautions against hasty implementation of ancillary revenue strategies, emphasizing the need for employee alignment and customer understanding.
• It outlines five steps for airlines to effectively develop their ancillary revenue strategy:
  1. Understand the opportunity.
  2. Brand the mission.
  3. Lead the initiative.
  4. Listen to employees.
  5. Focus on key services.

9. Ancillary Revenue in Practice

• Aeromexico offers a walking service between San Diego and Tijuana Airport.
• Air France/KLM sent over 250 million emails to its frequent flyer members in 2016.
• AirAsia X opened an airport lounge and acquired a coffee roaster to enhance in-flight offerings.
• Alaska Airlines has 30% of its credit card users as frequent flyer members, with 12% of total revenue coming from credit cards.
• Delta increased its Comfort+ load factor by 15 points to 46%.
• Qantas reported that 35% of all credit card spending in Australia is on its co-branded cards.
• South African Airways has 31.4% of passengers active in the Voyageur program, contributing to 30% of airline revenue.
• United disclosed that its MileagePlus database is valued at $1.177 billion.
• Wizz Air sold 10.5 million chocolate bars and 8.9 million cups of coffee in 2016.

Key Information

• The report is sponsored by CarTrawler, a B2B travel technology platform that provides car rental and ground transportation services to over 700 million airline passengers annually.
• Jay Sorensen, the report's author, is a well-known expert in frequent flyer programs and ancillary revenue.
• Eric Lucas, the editor, is an experienced writer and editor with a background in the travel industry.
• The definition of ancillary revenue provided by IdeaWorksCompany is now considered the industry standard.
• The report includes disclosure notes about the accuracy and completeness of the data, as well as currency conversion details for international comparisons.

Conclusion

The 2017 CarTrawler Yearbook of Ancillary Revenue underscores the strategic importance of ancillary revenue in the airline industry. It highlights the differences between low-cost and global carriers, the growth in revenue percentages, and the diverse methods used to generate ancillary income. The report serves as a valuable resource for airline executives, investors, and industry analysts seeking to understand and optimize their ancillary revenue strategies.