Mexicana Airlines Improves Market Insight With Sabre

7th Apr 2004

Mexicana Airlines has announced significant improvements in its ability to
measure route utilization and agency performance as a result of Sabre
Airline Solutions market data and analysis system implementations.
In 2003, Mexicana chose to replace the market data analysis products
provided by a previous vendor with the Sabre TransVision traffic flow
analyzer and the Sabre WiseVision sales expansion system to maximize
opportunities, gain market share, improve schedules and optimize
commissions disbursements to travel agencies.

“Providing employees with systems that offer more efficient ways of
detecting market trends and changes has helped Mexicana make wiser
decisions,” said Sergio Allard, executive vice president sales and
marketing for Mexicana. “By using the TransVision and WiseVision systems,
we now have reliable numbers, giving our sales representatives greater
negotiation power. With these systems, Mexicana has increased overall
confidence in the business decisions we make, and has allowed Mexicana to
negotiate new commission agreements with agencies, track their performance
and greatly increase sales representative efficiency.”

Airlines utilizing TransVision and WiseVision have been able to increase
overall booking share up to 2 percent, and increase specific market
booking share by as much as 7 percent.

“We are not doing our jobs unless we can provide airlines with bankable
results,” said Steve Clampett, president of Airline Products and Services
for Sabre Airline Solutions. “With TransVision and WiseVision, airlines
gain benefits almost immediately.”

The WiseVision system helps Mexicana sales representatives decrease the
time required to analyze and interpret large quantities of market data. By
presenting analysis results in multiple ways to support the sales process,
the system facilitates productivity and financial savings in the pursuit
of winning opportunities.


“Our sales people are amazed by the capabilities and amount of information
provided by these tools and have noticed a significant difference in the
way that Mexicana operates now versus when we used the previous products,”
said Allard.

With more than 100 sales representatives, the carrier has significantly
improved efficiency by utilizing the WiseVision system’s groups,
structures and templates features to save time and effort in analysis.
This provides the sales team more time to focus on their core business of

Mexicana has further leveraged its market information data tapes (MIDT)
purchase with the use of the TransVision analyzer in its network
management department. The system assists with scheduling and task
planning based on traveler booking trends. System efficiencies mean users
spend less time retrieving and compiling data and more time making
business decisions. Analysis of areas such as route performance, passenger
flow and codeshare evaluation facilitates maximized flight schedules. The
system also lets Mexicana view potential market opportunities in a variety
of ways by extracting valuable transit information from CRS and GDS
booking transactions. With this insight, the airline can analyze:

—Transit-point passenger flows,—Trunk route feeding,—Onward
traffic flows,—Time-of-day and day-of-week passenger distribution,—
Route and airline preferences,—Codeshare impact on sales figures,—
Cabin and yield distribution.

Through the use of the TransVision system, Mexicana is not only able to
track and evaluate its codeshare agreements, but competitive codeshare
agreements as well. This gives the carrier a strategic advantage during
future negotiations.

Mexicana also utilizes the TransVision system to determine network
utilization. This data-mining system provides the carrier with detailed
analysis of origin and destination (O&D) data. Utilizing the in-depth
travel analysis, the airline’s planning and scheduling departments can
modify and adapt flight schedules to fit traffic flow patterns. Due to the
system’s ability to identify the most popular routes and transit points,
Mexicana can target the best possible departure and/or arrival times and
maximize passenger loads, while increasing revenues and potentially
expanding market share.

Mexicana utilizes both systems as Sabre eMergo Web-enabled solutions, the
Sabre Airline Solutions’ applications service provider (ASP) model.
Accessing these systems via the eMergo environment eliminates the
airline’s need for costly and complicated in-house data center
infrastructure and support.

Mexicana relies on Sabre Airline Solutions for other smart technologies
that provide proven, bankable results, including products within its Sabre
AirFlite planning and scheduling suite; the Sabre Maxi-Merlin maintenance,
engineering, and inventory system; and Sabre AirServ inflight services,
another product accessed through the eMergo ASP model.

Ten other airlines from all parts of the globe currently use the
TransVision and WiseVision products.


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