Branchspace: Taking Flight - Elevating the Digital Experience of Airline Web Portals

In today's fast-paced travel landscape, an airline's web portal serves as a crucial digital gateway, akin to a virtual storefront. It not only showcases services but also engages customers and drives sales.

Statistics reveal that 61% of users state that if they do not find what they are looking for within about five seconds, they will go to another site. Additionally, the average conversion rate for e-commerce websites is between 1.84% and 3.71% (Forbes Business, 2024). This highlights the need for continuous optimization strategies and innovation.

According to Mark Otero, Head of UX at Branchspace, a state-of-the-art web portal requires a deep understanding of user needs, seamless integration of design and technology, and relentless pursuit of excellence. 

Airline Portals as the First Step for Modern Retailing Excellence

Drawing parallels between airline web portals and top-performing retailers highlights the strategic imperative of investing in digital excellence. This synergy is evident in various aspects:

• Booking Convenience: Customers effortlessly navigate flight options, check availability, and secure bookings, mirroring retailers' streamlined purchasing.
• Self-Service Options: Self-service functionalities reduce support reliance, aligning with retail's autonomy trend.
• Information Access: Providing comprehensive travel information ensures transparency, echoing retail's focus.
• Personalization: Airlines tailor recommendations, mirroring retail's targeted strategies.
• Branding and Marketing: Web portals effectively communicate brand identity, akin to persuasive retail messaging.
• Revenue Generation: Portals diversify revenue sources, like retailers' multi-channel approach.
• Operational Efficiency: Streamlining processes enhances efficiency, akin to retail's focus on frictionless experiences.

Oman Air, KM Malta Airlines and Air Mauritius are customers who chose among others our Triplake Web product. By leveraging cutting-edge technologies, streamlined processes, and best-in-class headless CMS, we have empowered these airlines to drive direct sales, enhance brand visibility, and gain unprecedented control over their digital presence.

“We also assist customers with experimentation and optimization projects. Together with our consulting teams, we continuously monitor and drive conversion rates to maximize revenues. Our focus extends beyond creating effortless experiences and adopting personalized offers and other modern retail techniques. For instance, on the experimentation and optimization front, we observed that implementing enhancements like personalized session expiry reminders, along with a session expired modal offering options to return to the homepage or repeat the search, led to a 1% increase in revenue”, explains Ursula Silling, CEO, Branchspace.

KM Malta Airlines' revamped web portal not only enhances brand visibility but also facilitates direct sales, positioning the airline as a preferred choice for travelers seeking seamless booking experiences.

Oman Air's user-friendly mobile app empowers travelers to book flights with ease, thanks to intuitive interfaces and transparent booking processes. This commitment to user experience has contributed to increased direct bookings and enhanced brand loyalty.

Ongoing optimization 

Continuous measurement of website performance is vital for airlines in the competitive digital realm. Radu Iliescu, Head of Consulting Services at Branchspace, underscores that top performance relies on metrics like bounce rate, E2E conversion rate, average margin and revenue per click and average acquisition cost per conversion, among others. Yet, only a fraction of airline websites achieve this, necessitating ongoing optimization and innovation.

Renata Buranello

Marketing Manager, Branchspace