Air France Revolutionises Its Online Experience for Travellers
- 3 million
- listings views per month
- trip itinerary requests per month
- agency calls per month
- clicks to the Airfrance.com per month
Around the world, the Air France brand is emblematic of French know-how. Known for a strong attention to detail and an unparalleled dedication its passengers, Air France aims to match this standard when it comes to each traveler’s digital experience with the brand, from the moment of booking through to the journey at the airport. Air France’s goals are to anticipate passengers’ needs, support their journey, and retain their business, crafting an enduring relationship with each traveler. The company sees digital as critical to meeting these goals — and a key way personalise the passenger experience throughout the entire journey.
Optimising the passenger journey online
Today, Air France’s 60+ points of sale — including airport ticket counters as well as dedicated stores in several markets — accommodate passengers from all over the world, guiding them in designing their itineraries as well as responding to unforeseen events or incidents. Air France passengers expect a perfect end-to-end experience — and today, the online experience is a huge part of that. To get even closer to its customers, the airline aims to go one step further in its digital expertise, with the goal of improving the comfort and serenity of Air France passengers.
Before booking a reservation or going to a ticket counter, each potential traveler needs to be able to find the Air France brand and its information online — without being diverted by competitor content or misinformation in search results. Air France needed a solution that would enable them to deliver the right answers everywhere online, seamlessly guiding travelers to the right information to best assist them.
A solution that aligns with the Air France experience
At each stage of the passenger journey, Air France strives to offer the best of innovation and technology that matches the way people find information today. As such, the airline selected Yext, which offers brands the ability to seamlessly manage all of their online information — worldwide — from a single source of truth. Schedules, addresses, geolocation, local phone numbers, and photos can be updated in real-time so that the pages for Air France’s 60+ local points of sale are optimised and discoverable everywhere customers are searching.
Organic search: The gateway to the Air France brand
As the number one French e-commerce site internationally with 1 million hits a day, Airfrance.com makes a sale every two seconds. Due to the nature and expense of these purchases, most conversions still take place on desktop. However, the customer journey isn’t linear: Prospective travellers often conduct research on mobile (mobile represents more than 60% of traffic), but then still prefer to book tickets at home on a desktop.
Thanks to strong brand awareness, especially in the French market, a percentage of customers navigate directly to the Air France site. However, organic search is a major point of entry for various customer journeys, whether they are inspirational (travel guide), commercial (flights), or made in regards services (fees, luggage, etc.).
SEO for Air France’s local points of sale is, therefore, a highly important part of the online procurement strategy, and optimising these local pages is a boon to the brand’s overall SEO.
A challenge of image but also of strategic data
With the Yext solution, beyond being able to seamlessly manage the information for its points of sale, Air France is able to better understand the traffic generated by these updates, which correspond to more than 3 million monthly views. The brand has also seen a meaningful increase in customer actions, with 9,000 requests for routes, 9,000 calls to Air France branches, and 3,000 clicks on the site Airfrance.com each month.
These results not only show the importance of Air France’s local pages, but they have also helped bring Air France’s team of SEO experts a better understanding of the search landscape today. The brand is reorienting its search strategy around the idea of providing direct answers wherever customers are searching, and regardless of whether they are searching by text or voice. In the long term, the goal is for Air France to be the single source of truth, providing brand verified answers wherever customers search for information concerning its offers, its points of sale, or its brand.