1、 2022 Boston Consulting Group1Reshaping the Airline Organization for theFuture of RetailOCTOBER 31,2022 By Gabriele Ferri,Alberto Guerrini,Marcelo Cirelli,Yanik Hoyles,Olivier Hours,and Sebastien TouraineWhat does the airline retail revolution mean for leaders?Transformation isneededand opportunity

2、awaits.This article is the second in a series,coauthored by BCG and the International AirTransport Association,on the airline industrys transition from revenue management tooffer managementa new approach to retailing products and improving the customerexperience.2022 Boston Consulting Group2An airli

3、ne retail revolution is underway.To retail their products differently,carriersare transitioning from revenue management to offer management.This journeyentails an organization-wide transformation,though,and airlines are finding thatthey have to build new teams and capabilities,reconfigure their proc

4、esses,andadapt their employees roles,responsibilities,and ways of working.Making this transition constitutes a big leap for carriers,but it can boost top-linegrowth and significantly improve customer engagement and satisfaction.(See“TheAirline Retail Revolution.”)Those who move the fastest and most

5、effectively willlead the industry.For many years,airlines operated with advanced ticket distributioncapabilities,but these systems do not meet the expectations of todays e-commerce consumers.Offer management is a new capability that can helpairlines sell a wider variety of products and services,and

6、some of its keyelements are gaining ground today.The International Air Transport Associations New Distribution Capability(NDC)has played a major role in making this advancement possible.Supported by the travel industry,this new data transmission standard,combined with the progress in artificial inte