SunExpress, a Joint Venture between Lufthansa and Turkish Airlines, Will Deploy EveryMundo’s airTRFX® Solution to Increase Direct-Channel Revenue
SunExpress, a joint venture between Lufthansa and Turkish Airlines, is partnering with EveryMundo, a global provider of performance marketing solutions for the airline, hotel and travel sectors, to use the company’s performance website infrastructure solution, airTRFX®, to enhance its online and ecommerce strategies.
Airlines obtain many of their customers through their partner OTAs, but need to complement this revenue with successful conversions to their own branded websites, where customers benefit from greater depth of inventory and more ancillary options to enhance their trip. However, to get customers to their site, airlines need to ensure their own websites achieve parity with the OTAs in organic search results. While OTAs and metasearch engines leverage superior resources and technology platforms to execute sophisticated cross-channel marketing efforts at scale that acquire new customers (via organic and paid search, for example) and engage existing customers (e.g., through email marketing or retargeting efforts), airlines’ resources are primarily focused on providing efficient and safe air transport.
To develop the extensive, dynamic, performance- and SEO-optimized web presence so necessary to hold their own in the direct online channel, airlines would need to:
Build a system from scratch, which would take significantly longer than the short deployment time period necessary to get airTRFX® up and running;
Contribute significant resources to the hosting and technical maintenance of many thousands or even millions of landing pages;
Pay for a team of SEO experts to continually update the system to preserve search engine integrity. Because organic search algorithms change so frequently, updates need to be made often to maintain performance.
airTRFX® enables airlines to easily create and maintain unique, high-performance, dynamic landing pages for every destination and route flown by an airline, in every language and every country. EveryMundo’s leading Software-as-a-Service (SaaS) solution provides the performance online infrastructure that airlines need to improve conversion in the direct channel.
After reviewing other options on the market, SunExpress chose to deploy airTRFX® as it was the only known performance marketing platform of its kind built specifically for airlines. The vast possibilities available within airTRFX® include individual configuration to easily set up business rules and customize content, extended interfaces for the API integration of ancillary partners and content providers, and the ability to integrate third-party personalization tools using EveryMundo’s established network of partners.
Thomas Bornschein, Head of Ecommerce and Online Sales at SunExpress, says “We are thrilled to be working with a partner that has such extensive experience in search engine optimization for the aviation industry and deep expertise in the economic processes of the industry. Not only does EveryMundo’s airTRFX® product offer the perfect solution to our challenges in the direct channel, the company also has a wide range of consulting and support services available to help us as we grow. We appreciate the cooperation with EveryMundo and their dedicated support during the implementation phase, and look forward to working with them as we enhance our online and e-commerce strategy during the upcoming years.”
For more information about airTRFX® or to interview executives from EveryMundo and SunExpress, please contact Vanessa Horwellat [email protected] or 305-749-5342 ext. 232.
Established in 1989, SunExpress is one of the leading airlines with service from Germany and other European countries to Turkey, with approximately 7.3 million passengers flying in 2014. SunExpress also operates flights from Germany to summer destinations likeSpain, Italy, Greece, Egypt, Tunisia and many more, as well as to a large number of domestic destinations within Turkey. For more information visit www.sunexpress.com.
Founded in 2006, EveryMundo provides the travel industry’s most advance solutions for optimizing the direct online booking channel. The Company’s flagship technology TRFX® provides hospitality companies and airlines with the sophisticated online infrastructure needed to effectively compete with the OTAs: a page for every destination, route or travel product, in every language and every country. Leveraging these tools and strategies, numerous global clients speaking more than 25 different languages have achieved improved direct channel conversions, revenue and customer acquisition.
Vanessa Horwell, ThinkInk
+1.305.749.5342 x 232