Summary

Airlines today face the challenges of high capital investments, commoditization, competition from low and ultra low-cost carriers, and fluctuating brand loyalty. In such a competitive landscape, it is critical to achieve the right balance of great customer experience and commercial effectiveness through efficient commercial planning. The first step in this direction is breaking down silos between the key departments of revenue management, network planning, sales and marketing, and have a unified view across functions.

A comprehensive commercial planning practice can help build consolidated perspectives from both inside and outside the industry. Through disruptive commercial strategies, seamless management of data, processes and decision systems, such a strategic practice can