Business Case and Decision Drivers: Learnings from the Leaders

Modern Airline Retailing (MAR) was highlighted as one of the major IATA transformational initiatives aimed at modernizing business practices within the airline industry in Willie Walsh's report on the air transport industry at the 80th IATA AGM in Dubai last month.

As with any big undertaking, modern retailing needs C-suite buy-in and a business case. Both needs are supported by the IATA Airline Retailing Consortium’s latest thought leadership paper: “Business Case and Decision Drivers: Learnings from the Leaders”, which was released in June and builds on the 2023 MAR Business Case.

The new release enriches the 2023 paper by further emphasizing the importance of a compelling business case that addresses both financial and non-financial benefits. It highlights the need for a clear, concise message to engage top management, including the CEO and the Board of Directors, and stresses the importance of aligning the transformation with the airline's commercial strategy and technology needs.

Key takeaways include:

The recognition that, while each airline's business case is unique, there are common patterns in the transformation process.
Airlines should consider the end-to-end transformation from the outset and plan for a phased approach with tangible benefits at each stage.
Legal and contractual considerations are important. Airlines should engage legal teams early to navigate existing contracts and industry regulations.
A cross-functional approach to implementation is critical, as well as the need to review the organizational structure to support the change.

Download the full paper which includes examples of airline announcements and a business case pitch, for consideration, that summarizes the key points and potential value creation from the transformation.

Learn more about the Airline Retailing Consortium and explore all its releases, aimed at informing the acceleration of the industry transition away from legacy artifacts and processes to 100% Offers and Orders.