Impact Study: Global Airline Digital Channel Reinvention Strategy & Architecture

When the COO & Chairman of this Global Airline was staring down the path of restructuring, he saw the opportunity for Digital to lead the business out of bankruptcy and brought Mesh Digital in to drive this Digital Reinvention.

Client: Multi-Billion Dollar Southeast Asian Airline
Industry: Travel & Leisure
Sponsor: COO & Chairman
Locale: Global (Asia & North America)

The Challenge

With this 70-year-old firm facing a structured bankruptcy brought on by the COVID-19 pandemic, this airline’s dated operating model and playbook needed to match the market’s demands and provide more agility for the firm to be viable in this hyper-competitive market. The COO needed a new playbook, leveraging a reinvented digital channel, platform, and operating model to help the airline take off as it exited bankruptcy on a better financial footing than its market competitors.

Engagement Description

The COO wanted the Digital Channel to show the way forward as the tip of the spear of the airline’s Digital Transformation. Leading to high degrees of digital product personalization, improved Customer Lifetime Value (CLV) and satisfaction, more rapid product innovation, and improved agility to respond to ever changing customer, market, and regulatory stressors.

QUOTE

Outcomes Delivered

A global strategy laser focused on TAM, growth, and profits.
Rather than design a strategy in isolation, our team partnered closely with Sales, Marketing, Revenue Management, Technology, Agencies, and vendors to draft a pragmatic plan that allowed the airline to further penetrate its growth markets in North America and South East Asia. Those plans directly led to enabling record profits for H1 2022, representing a +258% growth in passenger and +31% growth in cargo revenues.

A reinvention blueprint that ensured agility, personalization, and differentiation.
Our Rapid Strategy approach built much needed customer experience (CX), product, technology, data strategies and roadmaps, all underpinned by business, solution, enterprise architecture. As well as organizational, and governance plans were developed, aligned, and socialized to bring their newly minted Digital Vision & Mission to life in less than 6 months.

A pattern and triggers to scale Digital.
Mesh brings with it real world experience steering clients through disruptive events, providing the insights and agility to weather these challenges. Our direct measurement and management of Digital Business performance with pre-determined growth triggers to scale the new organization, empowered the teams to confidently ensure the right resources at the right time to support their explosive growth and a measured response to burgeoning traveler and market needs.

A vision for future Digital Transformation.
Going beyond the near-term urgencies, we crafted a new vision for what more robust Digital Transformation could mean for the firm’s travelers, shippers, and stakeholders.