evolucao da aviacao comercial 2011 by luis s. francisco
TRANSCRIPT
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By
Luis S. Francisco
ESGHT, Univ. Algarve, Portugal24 Março 2011
Evolução do transporte aéreo
e as novas tecnologias,
GDS's, Internet, eDistribution,…
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Vice Presidente, Administrador, Director Geral, Director Geral de
Estratégia, Director Executivo, Director Marketing & Sales
Luis S. Francisco
de
Operadores turísticos e Agências Viagens
GDS’s (Galileo e Amadeus)
Companhias Aéreas (Air Luxor, PGA-Portugália Airlines, Delta,
Transbrasil, Japan Airlines)
Turismo Checo, Turismo do Algarve.
Larga experiência em turismo e aviação comercial como:
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Evolução da AviaçãoDe…
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e…
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e…
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Para…
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Sou um felizardo!!… por ter sido parte activa na “revolução” operada na aviação e no turismo, em geral.
Comecei com os telefones de discar, fichas de cartão, telex, quadros com pionaises…
Evoluí para os dump PCs em rede (Tapmatic)
Para os GDS (Galileo, Amadeus)
Internet…
De aviões com 100 a 250 seats para com 600+ seats…
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Sistema de reservas
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Alguma história
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Falar para longe: o Telex
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Telex… mais modernos
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E será que havia calculadoras?... Claro que sim…
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Documentos para os clientes…
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Aparecem os computadores…
«uau, man…»
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… mas que vão evoluindo…
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E o que dizer das DBs?…
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Em 1992, o avançadíssimo GDS Galileo, afirmava com orgulho, que a sua base de dados tinha o tamanho de 15 campos de futebol…
Hoje é uma sala…
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Aparecem os telemóveis…
«valha-nos isso…»
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Os primórdios da aviação comercial
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Ainda não havia aeroportos…
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Os primeiros aviões intercontinentais
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Aviões actuais
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SITA, OAG e ATPCO
SITA - Societe Internationale des communications aeronautiques
Assegura todas as comunicações e ligação entre todos os networks, airlines e aeroportos
OAG - Official Airline Guide
Contem todos os horários worldwide, com todos (mas mesmo todos!!!) os detalhes
Voos de mais de 1.000 airlines e informações de 3.000 aeroportos
ATPCO - Airline Tariff Publishing Company Distribuição de todas as tarifas aéreas do mundo.
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Bilhetes de avião
Emitidos à mão, em vários duplicados ou cupons…
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AGENCY IATA TICKET… “dedomatic”
Dept emissões…
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AGENCY IATA TICKET (Qantas auth)
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IATA-BSP Ticket
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Boarding Pass
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Boarding Pass Check
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eTickets – ATB Tickets
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eTickets
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eTickets ---» Ticket Less
“nickes”… só o PNR / código
Check-in Online
Home check-in
Mobile Check-in
Auto check-in no APT.
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• Viajantes e Turistas passam a procurar e obter informação sobre:
• Produtos
• Preços
• Horários
• Reservar on line (às agências de viagens, hotéis, cadeias hoteleiras, airlines,…).
As TIC no Turismo e Aviação
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Anos 60:
• Airlines iniciam desenvolvimento de sistemas computorizados para gerir a informação
• American Airlines e IBM associam-se para criar um Sistema de Reservas em Computador (CRS – Computerized Reservation System) – o SABRE
• Delta Air Lines lança o DATAS (Delta Automated Travel Account System).
Evolução histórica das TIC na aviação
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Anos 70:
• Com a liberalização do tráfego aéreo nos EUA, outras airlines criam os seus próprios CRS’s
• United Airlines cria o APOLLO e a TWA o PARS
• CRS’s apenas utilizados para uso próprio de cada airline
• CRS’s colocados em agências de viagens nos EUA.
Evolução histórica das TIC na aviação
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Anos 80:
• Necessidade de Globalizar a oferta (hotéis, car rental, cruises, shows, comboios,…)
• Aparecimento dos GDS’s
(Global Distribution Systems)
Evolução histórica das TIC na aviação
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Anos 90:
• Interligação de redes em todo o mundo…
• … a Internet
• Airlines estabelecem ligações de vendas directa com os Consumidores.
Evolução histórica das TIC na aviação
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Actualmente:
• Não existem limites…
• … podemos até não saber para onde caminhamos…
• Mas, temos a certeza que vamos… rápido!
Evolução histórica das TIC na aviação
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O que são GDS’s:
• Sistemas informáticos que conectam todas os Vendors mundiais com os seus distribuidores (as agências viagens, operadores turísticos, consolidators, charter operators,…)
• Estes tornam-se nos seus principais usuários.
Global Distribution Systems
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A oferta integrada dos GDS’s:
• Informação• Reservas• Base de dados sobre clientes e fornecedores• Emissão electrónica de bilhetes• Reservas de serviços adicionais: hotéis, car rental,
cruises, shows, comboios, seguros,…• Agendas• Planos de viagem• Ligação a várias redes de airlines… worldwide.
Global Distribution Systems
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Os principais GDS’s:
• GALILEO
• WORLDSPAN
• AMADEUS
• SABRE
• ABACUS
Global Distribution Systems
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• United Airlines
• British Airways
• Swissair
• KLM
• US Airways
• Alitalia
Galileo
• Olympic
• Air Canada
• TAP
• Austrian Airlines
• Aer Lingus.
* Já não existe
*
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• TWA
• Delta Airlines
• Northwest Airlines
Worldspan
* Já não existe
*
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• United Airlines
• Lufthansa
• Air France
• Iberia
• SAS
Amadeus
e
• Continental Airlines
• Finnair.
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• All Nippon Airways
• Cathay Pacific
• China Airlines
• EVA Airways
• Garuda Indonesia
• Dragonair
Abacus
• Philippine Airlines
• Malaysia Airlines
• Royal Brunei
• SilkAir
• Singapore Airlines.
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• GALILEO
• WORLDSPAN
• AMADEUS
• SABRE
• ABACUS
GDS’s evoluem para…
TRAVELPORT
Parceria operacional e estratégica
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Electronic Travel MarketElectronic Travel Market
Suppliers AgenciesAgenciesServices
PaymentConsumer
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Electronic Travel MarketElectronic Travel Market
Suppliers AgenciesAgenciesServices
Payment
Communication
Information
Consumer
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Reserva de VOO
NN2YFAOLGW25FEBYSU3M/TP
Após resposta
P1FRANCISCO/LUISMR P2ALMEIDA/CLAUDIAMRS
PH.289000000R.VEGETARIANT.123456789F.CASH...
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Reserva de HOTEL
HOA25FEB-2NTLONDON/UIAcesso a “rack rates” e “corporate rates”
HOA25FEB-2NTLONDON/UI@GBTAAcesso às tarifas especiais da GEBTA
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Reserva de Carro
0CCRZINN1LIS 25FEB-28FEB EBMN
/ARR- 1000 /PUP- LIS /DO- LIS /DT- 1000
/RC- EQ /G- AV00000000000000 T...
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Venda directa
A reformulação do canal tradicional de Distribuição
COMPANHIAS AÉREAS
RENT-A-CARHOTÉIS
INTERNET
CONSUMIDORES
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Alteração profunda no mercado:
• Airlines desenvolvem os seus próprios websites
• Ultrapassam os GDS’s
• Estabelecem ligações de venda directamente com os consumidores.
Venda directa
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• Airlines forçam as agências de viagens a redefinir o seu papel e modelo de negócio,
• … indo directamente aos seus clientes e reduzindo-lhes drásticamente as comissões
• Esta nova distribuição fez com que os GDS’s passassem a criar interfaces na Web
• … o que deu origem a grandes operadores na internet, como por exemplo, o Travelocity.
Venda directa: conclusão
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Os “novos GDS’s” com Internet
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• Acesso ao cliente final
• Envio de informação selectiva segundo gosto e perfil do cliente
• Mais fácil e rápido fazer uma venda
• Flexibilidade no fornecimento de informação
• Via textos, gráficos, vídeo, som
• Em páginas com a total flexibilidade Web
Vantagens da Internet vs GDS’s
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• Marketing directo e selectivo
• Novos interfaces e ferramentas atraentes
• Processamento mais rápido e eficaz
• Novos meios de pagamento
• Multimédia
• Consistência da marca
• Sempre disponível 24/7/365
Oportunidades que a Internet proporciona
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• Enorme redução de custos
• E-ticketing
• E-brochures, e-flyers, e-information
• Maior e melhor Comunicação
• Tudo isto, a nível externo e… interno
Oportunidades que a Internet proporciona
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Internet: alguns números!!
42% do total compras na internet são viagens
Travel & Tourism market: 1999: $2.1 trillion 2010: $4.9 trillion
(Source: Satellite Accounting Research)
Online Travel Booking 1999: $6 billion 2002: $30 billion 2010: +$60 billion (Source: PhoCusWright)
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The Survival Strategies!
Com a internet
Decisão mais dispersa dos consumidores
Aparecimento das Low Cost Carriers
Democratização das viagens de avião
…
Airlines têm de se aliar para… Sobreviver!!!
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Airline Industry Value Chain
INBOUNDLOGISTICS
OPERATIONS OUTBOUNDLOGISTICS
MARKETING AND SALES
SERVICE
PROCUREMENT
TECHNOLOGY DEVELOPMENT
HUMAN RESOURCE
MANAGEMENT
AIRLINE INFRASTRUCTURE
-Financial Policy - Accounting -Regulatory Compliance - Legal - Community Affairs
Pilot TrainingSafety Training
Agent Training
In-flight Training
Baggage Tracking System
•Promotion•Advertising•Advantage Program•Travel Agent Programs•Group Sales
•Ticket Counter Operations•Gate Operations•Aircraft Operations•On-board Service•Baggage Handling•Ticket Offices
•Route Selection•Passenger Service System•Yield Management System (Pricing)•Fuel •Flight Scheduling•Crew Scheduling•Facilities Planning•Aircraft Acquisition
Information TechnologyCommunications
Product DevelopmentMarket Research
•Lost Baggage Service•Complaint Follow-up
•Baggage System•Flight Connections•Rental Car and Hotel Reservation System
Computer Reservation System, In-flight SystemFlight Scheduling System, Yield Management System
Baggage HandlingTraining
Flight, route andyield analysttraining
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Airline system Components
Pricing And
Revenue ManagementSystem
MaintenanceAnd
EngineeringSystem
Flight OperationSystem
FinanceSystem
(load factor)Crew Management
SystemCentral Reservation
System
Airport ManagementSystem
Air CargoSystem
Business ProcessingSystem
(check-in, luggage)Sales and Marketing
System
HR ManagementSystem
CRM System
(customer behavior)
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Internet e a importância que revestiu para as airlines
INTERNET EXTRANET INTRANET
TIPO DE ACESSO ABERTO CONTROLADO PRIVADO
USADO POR PÚBLICOPARCEIROS DE
NEGÓCIOSMEMBROS DA
ORGANIZAÇÃO
TIPO DE INFORMAÇÃO GERAL PARTILHA SELECTIVA PROPRIETÁRIO
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The Survival Strategies!
Alliances, Spin-offs e Cross-Holdings
São a maior e melhor estratégia em termos de expansão de network
Alianças globais cobrindo diversos continentes e mercados distintos
SkyTeam (11)
Star Alliance (26)
OneWorld (11)
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The Survival Strategies!Alliances, Spin-offs e Cross-Holdings
Incluem parcerias:
comerciais e de marketing, e operacionais
code sharing
schedule co-ordination
joint sales offices
ground handling
combinação de programas de frequent flyer
manutencão…
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The Survival Strategies!Alliances, Spin-offs e Cross-Holdings… os “topos e gama”
SkyTeam (11) Star Alliance (26) OneWorld (11)
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Star Alliance
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OneWorld
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Sky Team
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Low Cost vs “Healthy Quality” Carriers
- «Que tal a viagem a Moscovo?»- «Correu tudo bem mas estou todo “partido”»
«… estou todo “partido”…» Ora aqui está uma frase que os utilizadores de companhias aéreas Long Haul já não dizem, nem sentem, antes pelo contrário.
Enquanto na EU as companhias aéreas seguem um modelo de Low Cost, porque voos curtos de 2h a 2h30, as companhias que voam para fora da Europa têm optado por aquilo a que eu apelido de “Healthy Quality”.
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The Survival Strategies!
Aparecem importantes nichos de mercado
Bem aproveitados por algumas airlines
Indo em sentido contrário das LCC.
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Golfo e Extremo Oriente
Companhias aéreas como a Cathay Pacific, Singapore Airlines, Malaysia Airlines, Thai, Ethiad, Emirates e Qatar Airways
Preocupam-se cada vez mais com a comodidade e saúde dos seus passageiros.
Vejamos a Emirates e a Qatar Airways.
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Têm como objectivo: o elevado padrão de qualidade (e não a quantidade).
Estas companhias optaram pela Airbus, em especial, pelas séries A330, A340 e A380, e pelo Boing 777.
Aviões com enorme espaço, comodidade e alta tecnologia…
… orientados para o luxo, para uma forma sofisticada e saudável de viajar:
camarotes individuais com duche (em 1ª classe),espaçosas cadeiras que se transformam emconfortáveis camas, bares, restaurantes,ginásios…
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Luxo em todos os detalhes, desde o tecido usado nas poltronas até o tamanho do LCD individual de cristal líquido e enorme listagem de filmes e programas.
Ambiente adequado para transição de fusos horários, uma vez que conta com um sistema de iluminação que simula a hora no local de destino.
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Air Canada
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Etihad
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Air New Zealand
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Etihad
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Air France
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Eurofly
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Lufthansa
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Emirates
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Emirates
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Etihad
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Etihad
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Thai Airways
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Singapore Airlines
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Etihad
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Ethiad
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Mas não é só em pleno voo que se verifica a comodidade e qualidade destas companhias aéreas.
Os lounges dos aeroportos são autênticos locais de luxo e saúde.
São espaços que, só de per si, proporcionam grande relax e descanso, com uma espectacular envolvente como atestam algumas das fotos do terminal do Dubai
Terminais de aeroporto / Lounges
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Em comparação com terminais Low Cost
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Em comparação com terminais Low Cost
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Emirates disponibiliza um lounge cinco estrelas - "Emirates Terminal 3" - com espaços individuais para que os seus clientes possam relaxar e descansar. Os espaços são variados, para trabalhar, ler ou, até, meditar.. .
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Espaços inspirados em temas árabes e asiáticos, com água e plantas que reforçam o sentimento de harmonia e bem-estar. Sumptuosas instalações, dotadas de SPA - Timeless SPA - com diversos terapeutas, oferece tratamentos de beleza, massagens terapêuticas, num calmante e tranquilo ambiente
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Dois jardins Zen fazem parte do design exclusivo de criar um oásis de calma dentro do ambiente movimentado de um aeroporto internacional.
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O terminal Premium da Qatar Airways em Doha tem jacuzzi, chuveiros, quartos com 2 camas, vários tipos de massagens, refeições completas, jogos de playstation e muitos outros... de grande qualidade e... absolutamente grátis
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Por falar em aeroportos…
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Por falar em aeroportos…