Can Data Help Airlines Turn Industry Disruption to Their Advantage?

Published on : Monday, August 29, 2016

100The airline industry globally is facing up to the threat and opportunity of disruptions. According to PwC’s Global CEO Survey, airline CEOs’ assessment of the level of disruption is higher than those of CEOs from other sectors across five forces of disruption – competition, technology, customer behavior, regulation and distribution channels.


Achmad Royhan, VP of Information Technology at Citilink, Indonesia’s fastest growing low-cost airline, is confident his team can turn this disruption to their advantage.


“In less than four years of Citilink’s inception, we’ve come a long way. We now operate a fleet of 37 Airbus 320s and five Boeing 737s, fly to 29 cities in Indonesia and have more than 8 million passengers every year. Market potential is large and with more than 230 airports to cover in Indonesia, we’re only just starting,” shared Royhan.Royhan’s optimistic prediction of the airline industry growth in Indonesia is in line with forecasts by the International Air Transport Association (IATA) that represents 260 airlines across the globe. IATA named Indonesia as one of the top five fastest-growing markets for additional passengers per year by 2034.


“We expect more passengers, but we also foresee their demands to be new. To meet their demands and make our airline their preferred choice, we need to know them better. Traditionally, we have been doing this through good customer service and sometimes, even guess work. With technological advancements, I don’t see why we need to rely on ‘guess work’ to make decisions anymore. We have started to look at solid data to predict what our customers want,” adds Royhan.

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