This is my summary of Airlines Websites and Systems (AWS) from the Aviation Management minor at BUas. It has summaries of the articles, lectures and workshops so this is all you need to study. I received a 7,1 for this!
Week 1 – Websites and data flow ............................................................................. 2
Lecture ..................................................................................................................... 2
Workshop ................................................................................................................. 3
E-marketing to go ..................................................................................................... 4
Twelve years in the life of airline websites ............................................................. 12
Week 2 – Personalization and content................................................................... 13
Lecture ................................................................................................................... 13
Workshop ............................................................................................................... 14
Satellite flagship model .......................................................................................... 15
Week 4 – Usability and UX ...................................................................................... 19
Lecture ................................................................................................................... 19
Workshop ............................................................................................................... 21
Usability test (only content) .................................................................................... 21
GDPR impact ......................................................................................................... 21
Review of studies on airline website evaluation ..................................................... 22
Week 5 – Website and data analytics..................................................................... 23
Lecture ................................................................................................................... 23
Workshop ............................................................................................................... 23
1
,Week 1 – Websites and data flow
1.1 Lecture
Website – primary point of contact between potential customer and airline
• Customer perception of airline influenced by quality of site
• Main touchpoint in customer journey
• Call to action (CTA) à click through ratio (CTR)
Central role website
• CRM – customer relationship management
• CRS – central reservation system (inventory)
• Social – website and social media looks the
same (ex. KLM)
• Alliances – partners who you work with
• Aggregators – show all flights from all airlines,
they need the data from you (ex. Kayak)
• Networks – offer content to partners
o Affiliate – leads, pay per click
• Scraping – importing information in local database
• Google Flights
Goals of a website, new
• Resellers, business models
• OTA
• Review sites and comparison sites
• Day deals – low loyalty on brand (except business travelers)
• Technical possibilities – creates competitive advantage
• Legislation
Sections of website
• Home page (index page)
• Main sections (site index)
• Subsections (content)
Wireframe
• Way to design website at
structural level
• Used to lay out content and
functionality
• CTA – call to action
• Interactivity – where can you click
2
, Triggers to make a personalized page
• Cookies, log-in, IP (location)
• Log-in
• Referrer – ‘you came from here’
• Time, date, stock
• Collected data via: device (phone), operating system, device type (iPhone 7)
Content sources
• Internal
o Language text database
o Prices and capacity database
o CRM (what do you know about customer)
o Pictures database
• External
o Weather of destination
o Reviews
o Cross-selling (cars, hotels)
o Ads
Responsiveness
• Dimensions come from triggers (device type, operating system)
o Page should fit screen
1.2 Workshop
Domain names
• First level (top-level/TLD) – around €30 a year
o Geographical – .de, .nl
o Type of organization – .com, .travel, .edu
o Commercial – .klm, .hilton
o Cities – .breda, .berlin
o Generic – .beer, .airplane
• Second-level – around €2000
o Transavia.nl (per TLD)
o Klm is the registrant, domain name is the registrar company
§ Registrant owns domain name
§ Registrar is company that manages reservation of domain
names
§ Registry is manager of domain name
• Third-level
o Staff.transavia.nl (by owner)
http:// www. klm.com destinations/en/asia/ bangkok.html
Protocol World wide Full domain Path in file structure Name of
web name on server, indicated actual
folder/directory files requested
are retrieved from page
3
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