COVID-19 disrupted all economies and had momentarily seized cash-registers from ringing with airlines expected to lose $84.3 billion in 2020 for a net profit margin of -20.1% (IATA). Airlines all across the world witnessed a nose-dive due to the pandemic-induced-lockdowns. Realizing the prolonged impact the contagion is bound to inflict until an antidote is developed, many countries are trying to restore normalcy with the virus in the backdrop. And, as WHO rightly puts it, "We have all got to learn to live with this virus".
Restricted movements across the world due to the COVID-19 pandemic have severely affected the airline industry, making 2020 one of the worst years in its history since 9/11 attacks and 2008 global financial crisis combined.
We today live in a world where we now have an app for everything. Today we have more than 5.5 million apps available across all app stores with over 178.1 billion downloads every year, suggesting that on an average each of the 2.7 billion mobile users try more than 65 apps.
This year marks the end of a landmark decade for digitization and technological adoption. Path breaking technologies like artificial intelligence and personalization have been incorporated into business functions to facilitate strategy execution. The fact that 72% of business leaders[1] believe that AI is synonymous with βbusiness advantageβ attests this growing shift.
Ancillary revenue is what stands between profit and loss in the airline industry. Rising operational cost and competition have made non-ticket revenue the differentiator among airlines. For some of them, revenue from retail has already surpassed that from ticket sales.