Brussels Airlines

Objectives

• Creating an efficient online sales channel for Brussels Airlines.
• Showing the brand positioning on the airlines market.

Project Description

Brussels Airlines (formerly known as SN Brussels Airlines) website is targeted at passengers looking for a good price/quality offer, between low cost (RyanAir, EasyJet..) and top-level players. Consumers in this middle market are looking for affordable, competitive prices while still expecting services such as fast luggage delivery (price-sensitive AND time-sensitive passengers).

Business objectives:

• Increase the conversion rate of visitors to online purchasers by offering a customer-friendly environment that motivates and facilitates conversion through its design & usability (user interface & internet booking engine).
• Deliver targeted content according to the visitors needs (increase readership and the level of interest, decrease support inquiries to the call centre) and optimise content management (Content Management Framework).
• Seamless integration of (web-) applications bringing added-value to the visitor/customer.
• Effective measurement, tracking & analysis of the visitors/customers’ behaviour to detect and remove conversion hurdles (Web Analytics).

Brussels Airlines’ previous platform supported 11 languages in more than 50 different versions (Belgium/English, Belgium/French, Belgium/Flemish…). The English version is the standard and complete version. From this “master” version, copies were made and “blueprinted” for local websites. Some sections such as destinations, promotions, and prices have also been localised.

The Content Management System that has been selected is the Tridion Content Broker used to generate content from databases such as promotions and destinations.

Visit : Brussels Airlines site