BA COMAIR’S bookings
through travel agents
have fallen by around
30% over the past five years,
as a big chunk of these
customers are now booking
through Discovery’s loyalty
programme, Vitality.
This was the word from
Wendy Clausen, Comair’s
senior manager of Selling
Channels and Distribution,
who was speaking at the
Aviation Festival and Airports
Show, held in Sandton from
June 28-29.
Wendy addressed delegates
on the issue of distribution
and how airlines could boost
their competitive advantage
by finding a good mix of
channels coupled with the
right strategy.
“BA Comair and kulula have
come a long way in terms of
developing and optimising
their distribution strategies.
The airlines have learnt from
the retail sector, tailoring
their e-commerce offerings to
customers and finding new
revenue opportunities from
different channels,” she said.
Five years ago, the GDSs
made up about 70% of
BA Comair’s distribution.
This had fallen to 40%, as
more customers were now
booking online, particularly
through Vitality, which had
eaten into a big chunk of
this distribution channel,
Wendy said. The GDS
channel makes up 25% of
kulula.com’s bookings, while
partnerships also make
up 25%. The LCC’s direct
website accounts for
30% of bookings.
However, the trade still
plays a pivotal role as the
highest yielding distribution
channel for both airlines,
as the majority of corporate
business comes via this
channel. “This is the
segment purchasing flexible
fares. We’ve also seen an
increase in government
bookings of late,” she said.
BA Comair’s inbound
international booking
channels also make up
a substantial portion of
its distribution, with 26%.
“Only 5% of kulula.com’s
traffic comes from this
channel but it holds big
potential and is growing
as the airline continues to
establish alliances with other
international carriers,” said
Wendy.
