MULTI-BRAND @ LUFTHANSA GROUP August 2018 Thomas Dionisius
Lufthansa Group development: we have added European airlines with long standing histories to our portfolio Premium Network Airlines Value Airlines / Point-to-Point Aviation Services + >500 other service companies 130 million passengers > 1 million flights 728 aircraft 700 million meals Page 2
Our Offer: The LHG airlines serve 38 destinations in The Americas and connect directly to FRA, ZRH, MUC, VIE, BRU, DUS and CGN + 240 code share destinations Page 3
Our brands: We maintain distinct brand characteristics for each airline and differentiate the look-and-feel Thoughtthrough Dedicated to the individual Cultivated Charming Lufthansa Nonstop you Warmhearted Austrian The charming way to fly Highly competent Swiss Made of Switzerland Genuine & discreet High-quality & careful Personal & friendly Brussels We go the extra smile Human & hospitable Enabling Agile Personal Eurowings The plane to be Think & act low cost Go beyond Show passion Page 4
Identity: LHG brands represent different choice to customer but also are icons of national history in their home countries but require a streamlined approach in The Americas in order to use synergies and have one offer to the customer Page 5
Our homework: We have streamlined policies, defined one offer to the customer, and have been working on harmonizing IT-tools Special offer SMEs Partner Plus Benefit (in JV: Propel, Perks Plus) One portal for agent information Experts One Booking Tool for Groups Book-a-Group Page 6
BtC experience: Digital trends in the travel universe shape the value chain along all customer touchpoints Post-flight Continued customer interaction & binding Complaint management Airport / Inflight Relevant retailing ground & onboard Cabin development Pre-flight Ancillaries along the way & new services Intermodal concepts & joint venture Seamless airport experience Page 7 Mobile First Concierge Services (Hospitality + AI) Prescriptive Analytics & Recommendations New Forms of Social Communication & Selling Data access and analytics competencies as successdrivers Inspiration Individual trip tailoring based on big data Reach customer easily via digital channels Booking Personalized up- & cross-selling offers Seamless booking & payment
BtB Megatrends: we are working to create new offers in a changing ecosystem and enhance our BtB product offering General Megatrends LHG Offer Airline Industry Trends Social Media AI Blockchain Peer-to-peer Personalizatio n Digitalization Big Data New B2B customer segmentation Dynamic product packaging Flight & non-flight ancillary focus capability Unbundling / Rebundling Selfservicing One Order New travel behavior (e.g. bleisure ) Automation Predictive analytics Augmented / virtual reality Omni-channel distribution B2B Social Media Innovative B2B Products & Programs NDC & Direct Connect Differentiated customer loyalty Page 8
New Premium: We drive automation, digitalization, and personalization and establish a New Premium throughout the Lufthansa Group Automation: Simplified Travel Chain Automated Check-in Biometrics to board Self Service & Digitalization Digital Baggage Tag Airport Maps based on locationdependent Services Personalized Services & New Concepts Digital Travel Companion Facebook Messenger Chatbot Higgins Personalized communication New Digital business models Co-operation start ups Lufthansa Open API Innovation hub in Shanghai & Berlin Connectivity Next Generation Connectivity LoungeNet 2.0 Digitalize the core Ipad for crews Paperless cockpit Page 9
Outlook: LHG will lead the industry with innovative travel solutions To our partners (BtB): One face to the customer To our customers (BtC): Different Choices Page 10
Thank you very much for your attention! lufthansagroup.com