Senior executives from some of the world's leading airlines say this is their top business challenge, according to a recent Accenture study that examines digital readiness at airlines around the world. Both traditional and low-cost carriers need new strategies to differentiate themselves from competitors and digital can be a key different in a hyper-competitive market.
But "Digital" is not an end in itself. It's a tool that can fundamentally change how airlines operate, instead of a way to modernize isolated functions. Digital enables a new level of data-driven collaboration across all airline functions collectively—connected people, processes, technology and culture to deliver a more seamless customer experience.
To really compete, digital innovation must touch every aspect of the airline business, evolving "digital strategy" into "business strategy." Accenture has identified five priority areas to help Airlines take a holistic approach and land at a digital destination: