But can airlines improve ancillary revenues in other areas, such as inflight, loyalty programs and day-of-travel, by leveraging AI combined with data about the passenger’s behavior on the ground, inflight and beyond? West Entertainment and their AI partner, Qloo say that this is not only possible, but that the tools to do it are now ready for airlines to utilize.
It’s all about connecting the dots, or finding the sticky glue between preferences, intentions, and behaviors to gain a holistic view of your customer and use it to cater to their tastes.
This is just what West Entertainment and their AI partner Qloo are doing with Jetset AI.
Jetset AI goes far beyond simply recommending “next up” suggestions or content purchasing recommendations – services advertised by many other IFE makers and airline content service partners. Together, Qloo and West Entertainment are leveraging billions of cultural correlations (clues) from countless sources, AI, IFE systems, inflight connectivity portals and passenger data to create a proposition they believe is truly unique.
“Competitive offers are somewhat more narrowly focused on entertainment selection or ticket sales,” says James Alger, COO at Qloo. “But with our more holistic view, we can provide additional value. We’re able to identify the best partners in any area – from redesigning onboard food menus or selecting new brands for your duty free based on known passenger preferences, to hiring the right celebrity spokesperson, to playing the right boarding music and suggesting destination recommendations. All these things can be optimized along with the more obvious areas of loyalty programs, email campaigns, media targeting and most importantly for airlines today.
For example, Qloo recently worked with a major credit card company to test the accuracy of if its cross-domain recommendations. The credit card company sent Qloo hundreds of thousands anonymized transaction histories, showing the shopping and dining preferences of completely unknown customers. The company held back all data on the hotel transactions of these customers. Qloo took on the challenge to predict the hotels that the customers would have chosen based on their preferences exhibited in their other transactions. The credit card company was then able to compare Qloo’s predictions with the actual hotels their customers had previously stayed at.
More than 55% of the customer’s actual purchases were in the top 5% of Qloo’s predictions, 75% were in top 15% and 90% were in top 35% of Qloo’s predicted hotels.
So essentially, Qloo was able to ascertain – quite accurately – the hotels these people had stayed at, based on how they shopped and where they dined. For airlines, this kind of consumer preference intelligence could take the guesswork out of a lot of activities that drive awareness in new markets, loyalty, partnerships, ancillary revenues or the provision of personalized offers and targeted advertising.
“Take a brand like L’Oréal, for example,” Alger says. “They have a huge amount of data on women’s bathing habits and beauty regimens, but if you ask them where their customers go on vacation, or what music they like, or what are their favorite restaurants and hotels, they generally don’t have such clarity in these areas . We provide these insights with exceptional accuracy using Qloo’s machine learning.”
One Qloo client saw an immediate 273% conversion from their latest campaign, while another customer significantly increased its advertising revenues based on stronger AI predictions connecting the right brands to its target audience on the go.
“Qloo works with some of the largest global brands and deals only in fully anonymized data, this is the reason they are able to access billions of data sets and deliver truly remarkable insights actionable by their clients”, says Kate Groth, President at West Entertainment.
It’s time for airlines to use AI to better understand their passengers and unlock new partnerships and drive revenue opportunities. The more that airlines know about their guests, the better positioned they are to help them achieve their goals, which in return translates into better service and guest experience.
What could YOUR airline do with the data you already have and a deeper understanding of your passengers’cultural tastes and preferences? Your imagination is the limit.
Why not set up a meeting with West Entertainment to learn more about how Jetset AI can inform your content strategy and MUCH, much more.
Email us at hello@westent.com.
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