Airline e-Commerce (eBook)

From the few tickets that were sold by Alaska Airlines and former British Midland in December 1995 via the industry s first airline booking engine websites, global online travel has grown to generate today more than half a trillion dollars in annual revenue. This development has brought significant changes to the airline business, travel markets, and consumers. Today, airlines worldwide not only use e-commerce for online marketing and selling but also as a platform to offer unique services and capabilities that have no counterpart in the physical world. This book is an in-depth introduction to airline e-commerce. It covers a broad scope of areas that are essential to an airline s ongoing digital transformation. Digital properties & features E-marketing E-sales & distribution Web customer service E-commerce organization E-commerce strategyWritten by an airline e-commerce expert and illustrated with numerous examples of leading airlines in this area, Dr. Hanke provides for comprehensive "e;behind-the-scenes"e; details of how airline e-commerce works. This book is a crucial companion for students and practitioners alike because it allows the reader to acquire a thorough foundation of airline e-commerce. Furthermore, the book enables the reader to appreciate the ramifications of airline e-commerce in certain corporate areas and to take effective action for a successful e-commerce strategy.