The benefit derived from the sale of auxiliary products and services has been multiplied by six in the eDreams online travel company since 2015, according to its CEO, Dana Dunne.
As Dunne explained during his participation in the Phocuswright Conference in Los Angeles (California) the business is “successfully” implementing its revenue diversification strategy by offering innovative non-air products and services to travelers.
Thus, it has explained the transformation of the agency in recent years and how four years ago the company sold less than ten auxiliary services per 100 flights, a figure that has risen to 60 out of 100 flights currently.
These services also include others such as flexible dates and cancellation for any reason, which offer flexibility to travelers, as well as other better known products, such as seat selection.
For Dunne, one of the examples that is contributing to its growth, is to offer customers to modify their airline tickets without any airline restrictions, to travel with any of the 600 that they work with.
During the conference it was also highlighted that the company’s objective is to continue improving its products and services taking advantage of its scale and investing in technology. In this way, the company’s investment in artificial intelligence allows the traveler’s experience to be optimized while increasing the opportunities for the business.
Another service that was presented was the flight and hotel packages, since customers usually buy flights first and then the rest of the products, “which allows the company to take advantage of its market share in flights, of 30% in Europe, to offer complementary products without incurring additional marketing costs “, underlined Dunne.
In this regard, the CEO has stressed that the company’s mobile strategy is having results as more than 37% of flight bookings are made through mobile devices. In addition, Dunne pointed out that “the business will continue to focus its development and innovation resources in this area”. Finally, he stressed that travelers are buying more and more complex products on mobile devices such as more long distance itineraries and more complementary products.