In the world of airline revenue is known as ancillary to those obtained for the provision of auxiliary services incidental to own passenger transport service. Example for these services are from check luggage, seat selection XL, drinks on board until the provision of insurance, hotel stays, car rentals, etc ...

In recent times we are seeing most of the airlines in Europe, especially the so-called low cost or LCC - Low Cost Carriers - ( Ryanair , Clickair , easyJet , Vueling , ...), offer services that traditionally were free and now instead charges.

The current reality is certainly curious. On the one hand, the legislation has forced airlines to report the final price of the ticket (only includes fare, taxes and fees) in search results, in the process of booking on-line , on the other hand, in contrast, Airlines have decided to decouple the transport service itself certain services Auxiliary and charge additional fees on reserve price just increasing the original "no frills", so the price reported on the initial results is rarely the price the customer ends up paying.

In my opinion, it is logical that airlines need to increase average revenue per passenger and generate incremental revenue at all costs because they are essential in order to survive the harsh market and industry and changes in oil prices, while maintaining competitive prices and supporting ridiculous margins. Instead, on the other hand, the customer sometimes does not seem right the way certain airlines such as Delta in the U.S. case, execute the marketing of ancillary services.

In the following video, humorous, an example that illustrates this reality and ridiculed.

In U.S., yet it seems that as usual, go one step ahead. This is the case of Southwest, which last year drectamente attacking its competitors under the slogan 'fees do not fly with us ", differing by not charging for services that arguably can decouple transport service.

Passenger being quite common, when I see what Southwest spots and having lived bad experiences with other airlines, I think, good communication work, I caught the message, sure that if I have time I choose to fly to you.

Questions that come to mind: are the ancillaries bread today and hunger tomorrow for airlines, is it the greater the benefit obtained from the impact it has on customer perceptions?, ¿charge for certain services may affect largely to the brand that costs as little as build and destroy?, does not charge as strengthen Southwest opinion?

Do you think?

Alex.

Several people have asked me the reason for the domain look2book.info . Although many will believe that I am exlicando obvious, they are, I want to explain it, is a bit boring but interesting at the same time.

The term "look to book" is the relationship between the number of queries or requests for information from a given product (looks) and the number of purchase transactions (books) in a period of time and a sales channel determined.

In the channel online sales correponde the relationship between the number of unique users who access the information pages of a given product and the total discharge of the purchase confirmation page of the product.

For example, in the process of booking on-line for the OTA (Travel Agency On-line) or the airlines , the flight product L2B ratio corresponds to the total number of queries in a given route, the number of reserves issued for the same flight path.

The ratio "look to book" is a measure of "performance" of the marketing process. It is a key indicator of business, from the standpoint of systems to measure and optimize marketing skills, from a commercial viewpoint, the inverse value corresponds to the conversion indicator, which measures efecividad marketing, interest, sensitivity user to price changes and acceptance of the product itself in the sales channel.

Well, it seems, the "look to book" is the inverse of the conversion: if the conversion of a process of online sales is 3% means that 3 of every 100 visitors end up buying the product. But look to book value indicates that to sell a product is necessary to process requests for information 33.3.

Different ways of approaching the same concept.

Have you understood the concept "look to book" where you get look2book.info ?. I hope so.

Alex.