In the airline industry’s very competitive landscape, being traveler-centric and offering an adapted set of products and services for different customer segments is crucial for airlines to resist and keep growing. By correctly designing and pricing product offers, airlines will reinforce their travelers’ loyalty and open upsell opportunities and strengthen their competitive position and revenue. This paper presents a new approach to design and optimizing airline offers, aiming to better consider travelers’ needs and preferences and improve airline revenue. The proposed method is based on market research and conjoint analysis techniques, combined with a revenue simulation framework. To better understand travelers, airline historical bookings data are used to cluster them in different segments based on their trip characteristics and booking behavior. In addition to the segmentation, a large sample of several thousands of travelers is surveyed using an adapted questionnaire per segment. The survey required participants to select one option among an assortment of a few products with different features. The data collected are used to build a choice model and evaluate the price elasticity. Travelers’ segments, estimated utilities, and choice modeling combined with the price elasticity and product preference shares are used to design the new product offer. A revenue simulation framework is developed to evaluate the revenue impact of introducing these new products in a competitive landscape. It simulates the flight booking life cycle from the flight’s opening for booking until the day of departure. Several scenarios of demand and willingness to pay are evaluated. Our approach is tested on a mid-size, full-service carrier. It allowed a better understanding of the travelers’ segments and behavior and resulted in a revenue improvement ranging from 1.6 to 4%, depending on the cabin and simulation scenario. Following the obtained results, the study recommendations’ are being implemented in production with an airline partner.

在航空业竞争激烈的格局中，以旅客为中心并为不同的客户群提供一套合适的产品和服务对于航空公司抵制并保持增长至关重要。通过正确设计和定价产品报价，航空公司将增强旅客的忠诚度并开辟追加销售机会并加强其竞争地位和收入。本文提出了一种设计和优化航空公司优惠的新方法，旨在更好地考虑旅客的需求和偏好并提高航空公司收入。所提出的方法基于市场研究和联合分析技术，并结合了收入模拟框架。为了更好地了解旅行者，航空公司的历史预订数据用于根据他们的旅行特征和预订行为将他们分为不同的细分市场。除了细分之外，每个细分市场都使用经过调整的问卷调查了数千名旅行者的大样本。该调查要求参与者在多种具有不同功能的产品中选择一个选项。收集的数据用于构建选择模型并评估价格弹性。旅行者的细分、估计的效用和选择模型与价格弹性和产品偏好份额相结合，用于设计新产品报价。开发了一个收入模拟框架来评估在竞争格局中引入这些新产品的收入影响。它模拟了从航班开通预订到出发当天的航班预订生命周期。对需求和支付意愿的几种情况进行了评估。我们的方法已在一家提供全方位服务的中型航空公司上进行了测试。它可以更好地了解旅客的细分和行为，并导致收入提高 1.6% 到 4%，具体取决于客舱和模拟场景。根据获得的结果，研究建议正在与航空公司合作伙伴一起在生产中实施。