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It describes the research approach used to capture perspectives from industry experts and industry events, including interviews and a survey of readers about booking requests and choices. The executive summary frames the shift toward the Fourth Industrial Revolution, emphasizing datafication, connectivity, digital workforces, and more informed marketing and customer-experience decisions.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/embracing-airline-digital-transformation-methodology-and-executive-summary/258402/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/embracing-airline-digital-transformation-methodology-and-executive-summary/258402.png","ImageObject",442,249,{"name":88,"@type":89},"Sophia Brooks","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-11-04","2026-09-13",true,{"@type":98,"interactionType":99,"userInteractionCount":8},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"What research methods were used in the report?","Question",{"text":108,"@type":109},"The report relied on primary and secondary research, including face-to-face interviews at industry summits, interviews with specified experts, and a survey emailed to 246 readers of The Telegraph’s reader panel. 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Approaches included:  \n■ Conducting face-to-face interviews at the Amadeus Airline Executive Summit 2017 in Dublin with the following participants:  \nChristophe Bousquet, Senior Vice President of Airlines R&D, Amadeus IT Group John Gustafson, Vice President of Digital Channels, American Airlines Aurelie Krau, Consultant, Festive Road  \nMark Nasr, Managing Director, e-Commerce, Loyalty Programmes and Ancillary Revenue, Air Canada Petteri Skaffari, Head of IT Commercial, Finnair  \nWells Zheng, Vice President, Fliggy  \n■ Conducting interviews with the following participants: Christopher Barnard, Co-founder, President and Director, [Points.com](Points.com)[ ](Points.com)Michael Bayle, Head of Mobile, Amadeus IT Group  \nProfessor Dimitrios Buhalis, Director of the eTourism Lab at the School of Tourism at Bournemouth University  \nIan Chambers, Chief Commercial Officer, Monarch  \nJason Geall, Vice President in Northern Europe, American Express Global Business Travel Ken Harris, founder and CEO, Plusgrade  \nNils Hartgen, Vice President of NextGen Digital, Lufthansa  \nMikhail Naumov, Co-founder and Chief Strategy Officer, DigitalGenius Tom Otley, Editor, [Seatplans.com](Seatplans.com)  \nPayPal, Spokesperson  \nJohn Strickland, Director, JLS Consulting  \n■ Conducting a survey in association with The Telegraph (UK), which was emailed to 246 members of the publication’s reader panel. We asked respondents about their requests and choices when booking with an airline  \n■ Conducting interviews at Millennial 20/20 in New York in 2017 with the following participants: Iain Griffin, CEO, Seatfrog  \nMark Weinstein, Senior Vice President and Global Head of Customer Engagement, Loyalty and Partnerships, Hilton  \n■ Researching industry perspectives at Loyalty 2017 Conference in London by attending thought-leadership sessions  \n■ Gathering insights from round-table discussions at Connections in India. Eighty leading international travel buyers and suppliers were asked about what top-tier loyalty programme members value  \nAbout Connections  \nConnections is part of Travel Weekly Group, Europe’s largest B2B multimedia publisher and events organiser for the travel industry. To find out more about  \nConnections events, [visit](visit weareconnections.com)[ weareconnections.com](visit weareconnections.com)  \nAbout the author  \nRose Dykins has been a travel journalist for six years and has a background in business travel. She has written for publications including The Telegraph, Lonely Planet and The Sunday Times Travel Magazine, and was shortlisted for Young Travel Writer of the Year at the 2015 Travel Media Awards. She was formerly a staff writer for Business Traveller magazine.  \nA Spotlight on What Travellers Value 3  \nForeword  \nWhat makes your customers choose you? What makes them choose you over other brands? And how can you ensure they keep choosing you?  \nThere are endless influences that lead travellers to make a purchase with a brand – or not. Their needs and personal preferences. Where they are at that moment in time. The device they are using. Even the weather that day. The list goes on, but all of these influences affect how consumers perceive the value of an offer at any given moment. So, how do you bring all of these real-time influences together to present the customer with something that is of value to them, right at that very moment?  \nELENA AVILA,  \nHead of Airlines Strategy, Amadeus IT Group  \nAt Amadeus, we are fascinated by the potential of aggregated data to enhance airlines’ digital interaction with travellers. Our technology platforms are evolving to give airlines new ways to better understand their customers and make informed decisions. Machine ","cbCaiqDPmlZN3I5X","https://ap.wps.com/l/cbCaiqDPmlZN3I5X","pdf",5854408,24,"English","# Methodology\n## About Connections\n## About the author\n# Executive summary\n## The paradigm: product vs service vs convenience\n## What do customers value?\n## Communicating the value of the offer\n## The evolution of economy class\n## How do customers decide the price is right?\n## The shift in online shopping\n## The transformation of travel advice\n## Identifying upsell opportunities\n## The changing face of loyalty in travel\n## The Fourth Industrial Revolution\n## What does the Fourth Industrial Revolution mean for airlines?\n## Conclusion","[{\"question\":\"What research methods were used in the report?\",\"answer\":\"The report relied on primary and secondary research, including face-to-face interviews at industry summits, interviews with specified experts, and a survey emailed to 246 readers of The Telegraph’s reader panel. It also gathered perspectives via conference thought-leadership sessions and round-table discussions.\"},{\"question\":\"How does the report connect airline digital transformation to customer value?\",\"answer\":\"It argues that aggregated data and machine learning can combine multiple real-time influences to define and communicate offers of genuine value during each transaction. The focus is on helping airlines better understand customers and decide what to market to them at the right moment.\"},{\"question\":\"What is the Fourth Industrial Revolution’s relevance to airlines in this report?\",\"answer\":\"The report frames it as an era of datafication, constant connectivity, and digital workforces, where intelligent machines complement human manpower. For airlines, it highlights the potential to use data and technology to make more accurate decisions and create new ways to serve customers.\"}]","Embracing Airline Digital Transformation - Methodology and Executive Summary | PDF",1789321867,8]