Taking care of air
Agents see the big picture with Airline Metrics
Specializing in business intelligence designed to help agencies manage their airline partner ships, Melbourne, Australia-headquartered Airline Metrics is bringing its 24/7, cloud based solution to the Canadian market.
The company was founded by Sanjay Shenoy more than a decade ago, and its growth in the Australia market has now led it to expand its operations globally.
Airline Metrics provides travel agencies with insights into their channel distribution, sales, revenue performance and air spend, using the agency’s BSP files to provide monthly, weekly and daily reports. And because it’s a cloud-based offering, no hardware or software investment is required.
Represented in Canada by Discover the World, Barbara Dirnberger is managing Air line Metrics’ push into the Canadian market, and describes the solution as both “user friendly” and “visually dynamic,” before noting that it’s a solution that’s been designed with the “big picture think” of an owner and the “creativity of a marketer” in mind.
To recommend its offering to Canadian agents, the business solutions company points to improved margins, cost savings and additional returns as the kind of results that it can provide; with features including:
- Proactive management of airline and agency contract targets due to timely and detailed data being provided within days of tickets being issued.
- Improved mix of returns between agreements as a result of easier portfolio management.
- Tactical analysis of fares in the market.
- Faster and more detailed reporting than previously available from internal and external sources.
- Improved dialogue and negotiations with all parties as a result of better data transparency and the ability to source reports on a weekly basis.
- Audit capabilities to coupon level if required.
- Review of
historicdata allowing retrospective analysis.
“The first and most important thing in considering this product as an investment is that the airline business [must be] fundamental or a core part of the agency
Here in Canada, Dirnberger said that travel management companies (TMCs), agency chains, OTAs and consolidators are the target market for Airline Metrics’ solution and already, there’s some solid interest in the product.
Dirnberger is also quick to point out that Canadian retailers who opt to use the solution “can make money.” In fact, she told CTP that one of the first benefits for agents using the Airline Metrics solution is “the ability to improve commission levels and at the same time dialogue with your airline partner.”
Dirnberger continued: “The second one would be, and I don’t know if improve is the right word for it, but an agency, particularly with a booking engine which so many have, right, they have the ability now [with Airline Metrics] to do immediate and effective yield management [and] that’s always been the domain of airlines.”
She explained that because of the kind of intelligence that Airline Metrics provides to agencies, it can help them find or increase their marketing support dollars.
In this respect, she pointed out that because most agencies have both air and land, the Airline Metrics solution gives them the ability to quickly call up information on the number of passengers they have not just travelling to a particular country, but to a particular city.
“That’s fabulous if you’re talking to Hong Kong Tourism or Brand USA,” Dirnberger said. “You can say, hey look, just in the month of November alone, I did 1,200 pax to New York. And I know from my tour operator days that it’s not enough just to say you’re putting a program into a destination, tourist boards usually want concrete back up.”
Additional efficiencies are another bene fit, according to Dirnberger: “You’re always more efficient if you can get an answer immediately. You can redirect your marketing. If it looks like you’re doing more to Sri Lanka, you can call up a carrier before they call you and say ‘Hey, I’m already exceeding or I’m about to hit my target or I’m going to have a lot of first class, so let’s talk about points now, let’s talk money now.’ So it’s efficiencies and [being] proactive.”
For Airline Metrics, Dirnberger believes that Canada offers opportunity. “It’s ideal for the agency groupings, the retail networks, because the ability there is that you can identify each one of your IATA outlets; each one of those outlets can have access only to their own reporting, while the HQ [headquarters] can see it as a whole and bring that forward to the negotiating table – not only within their
So what’s the next step for Canadian agencies interested in Airline Metrics solution?
For Dirnberger, the answer is simple: “They should seriously consider demoing the product. They need to demo it and see their own information live and that’s easily done. [The demo would take] three months worth of their data – which is significant – and they can even plan it around the quarter before the next airline contract comes out.”
Source: CANADIAN TRAVEL PRESS • FEBRUARY 1, 2016