The FFP Trinity: data, loot and loyalty, but how can you use data to generate revenue?

Ever since Air Canada first floated the concept of combining loyalty with using the frequent flyer programme (FFP) entity as a revenue centre in its own right, there has been an uneasy and highly dynamic equilibrium between maximising income and generating loyalty. Later came the recognition that there was intrinsic value in the intimate data that passengers delivered - even those whose loyalty was limited at best.

Today, any FFP that does not maximise the benefits from analysing and applying the data it gathers is falling short of its potential. Finding partners who can expand data sets and help in the analytics process is increasingly a must.

This will be one of the topic areas discussed at the forthcoming CAPA- Centre for Aviation Airline Leader Summit - A CEO Gathering 2018 that takes place in Dublin, Republic of Ireland on 17-May-2018 and 18-May-2018.

Understanding aviation markets is CAPA's great strength and passion and this year's agenda includes a variety of topics sure to generate interest. The FFP Trinity: data, loot and loyalty: Using data to generate revenue will be a panel session on the afternoon of the Dublin forum on 17-May-2018 and will follow a keynote address from FFP Investment & Advisory partner Evert de Boer.

It's hardly a secret that the airline industry is facing myriad challenges, notably in the marketing and distribution areas, as companies with personalised data, and the analytics and artificial intelligence to go with it, become greater threats to the stability of the traditional airline model.

This high-level aviation event, hosted at Powerscourt Hotel Resort & Spa in County Wicklow, to the south of Dublin, in the Republic of Ireland, for a sixth time, is a forum for debate and discussion of strategic issues facing the aviation industry and it is attracting delegate interest from across the globe.

The main summit subject is "Airlines making money: a vision of the future", with an underlying theme of disruption and change and it will bring together global leaders to discuss key strategic issues and challenges facing the industry as new technologies come online and tougher regulations create downward pressure on traditional revenue streams. The forum will also explore adapting business models, smart innovations and how the industry can embrace collaborative partnerships to adapt and flourish in the digital age.