Personalization in airline revenue management – Heuristics for real-time adjustment of availability and fares
Personalization in airline revenue management – Heuristics for real-time adjustment of availability and fares
复制标题
航空公司收入管理的个性化——实时调整可用性和票价的启发式
DOI：
10.1057/s41272-016-0002-z
复制
发表时间：
2016
影响因子：
1.6
通讯作者：
P. Belobaba
中科院分区：
文献类型：
--
作者：
M. Wittman;P. Belobaba
通过信息技术和分销的改进，航空公司越来越多地在预订时获得潜在乘客的详细信息。航空公司可以利用这些乘客信息，为提出请求的乘客提供机票的可用性或票价报价。例如，国际航空运输协会的新分销能力（NDC）将允许航空公司为乘客提供个性化的票价优惠，其中可能包括定制价格。通过战略性地向合适的客户提供个性化优惠，航空公司可以从对价格敏感的乘客那里获得新的预订，同时鼓励更多对价格没有弹性的旅客购买更高价位的机票。本文是航空公司收益管理中动态可用性系列文章的第二篇，提出了两种启发式方法，可用于在对乘客的支付意愿（WTP）进行简单估计后，为特定客户或客户群提供有针对性的可用性或票价优惠。在乘客始发目的地模拟器（PODS）中进行的测试表明，启发式方法通常对航空公司的收入是积极的，并且在竞争激烈的收入管理环境中是稳定的。特别有趣的是“动态折扣”，它通过在特定情况下向休闲乘客提供有针对性的折扣来提高收益和客座率。该结果改进了过去关于动态可用性的工作，并为航空公司收益管理的个性化引入了新的可能性。
Through improvements in information technology and distribution, airlines are increasingly gaining access to detailed information about potential passengers at the time of booking. Airlines could use this passenger information to provide availability or a fare quote that is tailored specifically toward the passenger that is making the request. For instance, IATA’s New Distribution Capability (NDC) will allow airlines to offer passengers a personalized fare offer that could include a customized price. By strategically targeting personalized offers toward the right customers, airlines could gain new bookings from price-sensitive passengers while encouraging more price-inelastic travelers to buy-up to higher price points. This paper, the second in a series on dynamic availability in airline revenue management, proposes two heuristics that could be used to provide targeted availability or fare offers to specific customers or segments of customers after making a simple estimate of the passenger’s willingness-to-pay (WTP). Tests in the Passenger Origin–Destination Simulator (PODS) show that the heuristics are generally revenue-positive for airlines and are stable in a competitive revenue management environment. Of particular interest is “dynamic discounting,” which increases both yields and load factors by offering targeted discounts to leisure passengers in specific situations. The results improve on past work on dynamic availability and introduce new possibilities for personalization in airline revenue management.