a380 passengers’ favourite - · pdf file319 . orders . 182 . deliveries . backlog . 137...
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Head of A380 Marketing Frank Vermeire
A380 Passengers’ favourite
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A380 orders and deliveries
319 Orders
182 Deliveries Backlog
137 An A380 takes off or lands every 3 minutes
120 million passengers End February 2016
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2016 New A380 customers ----------------------------------------- ---------- ---------- ----------
15 A380 commitment
Order for 3 A380s
Agreement for 12 A380s
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Source ICAO and 2015 Airbus Global Market Forecast
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1974 1979 1984 1989 1994 1999 2004 2009 2014 2019 2024 2029
World annual RPK* (trillion) Airbus GMF 2015 ICAO total traffic
x2 x2
x2
World air traffic growth Market ----------------------------------------- ---------- ---------- ---------- Air traffic forecast to double over the next 15 years 4.6% average annual traffic growth rate 2014-2034
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2014 ----------------------------------------- ---------- ---------- ---------- 47 Mega-Cities 36 served by A380
>50 000 daily long-haul passengers
>20 000 daily long-haul passengers
>10 000 daily long-haul passengers
2014 Aviation Mega-Cities
90%+ of long-haul
traffic
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2024 ----------------------------------------- ---------- ---------- ---------- 75 Mega-Cities
2024 Aviation Mega-Cities
93%+ of long-haul
traffic
>50 000 daily long-haul passengers
>20 000 daily long-haul passengers
>10 000 daily long-haul passengers
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39 out of 47 mega-cities are congested
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Mov
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LHR airport - Hourly aircraft movements (Source: HAL, May 2014)
Additional mvts 2034
Total 2014
Current runway capacity
Future runway capacity
LHR – London Heathrow
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HKG airport - Hourly aircraft movements (Source: OAG, February 2016)
Additional mvts 2034
Total 2016
HKG – Hong Kong
Congested mega-cities ----------------------------------------- ---------- ---------- ---------- More than
80% are already congested today
LHR - Currently constrained at least until 2025. Passenger growth mainly with increased aircraft size
HKG - Current runway capacity constraining the demand
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A380 A different passenger experience ----------------------------------------- ---------- ---------- ---------- Space and flexibility to innovate on the A380
Unprecedented comfort in Economy
Etihad Residence
Emirates shower spa Air France Economy class
Asiana Economy class
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* Project development study
Combined crew rest compartment: +3 PY/C
+5 Y/C + 1 pallet
Upper deck sidewall stowage
removal: +10 B/C seats
Alternative stair-galley module (ASGM)*:
+14 Y/C seats
Economy class at 11 abreast: +23 Y/C seats
A380 Cabin enablers ----------------------------------------- ---------- ---------- ----------
To boost revenue
Premium economy class at 9 abreast: 63 PY/C vs. 81 Y/C
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New upper deck sidewall lining Creates more cabin width Allows more space for premium seats
Click for details
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Sidewall stowage removal and business seat positioning
New upper deck sidewall lining Creates more cabin width Allows more space for premium seats
New upper deck sidewall lining
+10 Business seats +$6m annual revenue
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New A380 cabin solutions
Cabin space +5% Freeing 20m² of effective cabin area without compromising comfort
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Total +$23m
A380 cabin segmentation and enablers delivering revenue increase
Annual revenue generation capability
3-class layout (525 seats)
Datum
+$7m Cabin
segmentation
4-class layout (544 seats)
+$16m Cabin
enablers
A380 cabin development ----------------------------------------- ---------- ---------- ---------- Enriching revenue through cabin segmentation and enablers
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Revenue is the strongest lever
New revenue enablers
+$23m per year
Same potential saving per year
Over 50% fuel burn improvement
Full price 2$/USG
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A380: Continuous innovation since entry into service
2007 EIS 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Improved SFC
Improved instrument landing system, Auto pilot TCAS
500kg weight reduction
1,000kg weight reduction
Wing aero improvements
System aero improvements
Increased design weights
Brake to Vacate & Runway Overrun Protection System
More seats Revamped cabin
Combined crew rest
Head Up Display
Forward lower deck crew rest
FAL cycle reduction
Improved SFC
Internet & GSM access
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18” Comfort Economy
11 abreast 544 seats
Datum A380
Cash Operating Cost Per seat vs A380
+23%
18” Comfort Economy
9 abreast 291 seats
777-9X
+15%
17” Budget Economy
10 abreast 311 seats
777-9X
Airbus standard economic rules,
Four-Class configurations, FJWY
4000nm route, JAR 3%, 200nm diversion, fuel price $2/USG.
A380 cost advantage ----------------------------------------- ---------- ---------- ---------- The best cost per seat of the market
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The most visible airplane Any passenger can recognize an A380
A380
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Independent agency surveying over 2,000 passengers arriving on A380 flights at LHR.
A380 product differentiation ----------------------------------------- ---------- ---------- ---------- A380 is a clearly recognizable product
66%
35%
35%
0% 10% 20% 30% 40% 50% 60% 70%
A380
777
787
% Passengers recognizing the aircraft type after their flights
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A brand within a brand! ----------------------------------------- ---------- ---------- ---------- A380 is a product in itself with its own customer value
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A380 for branding ----------------------------------------- ---------- ---------- ---------- Making the A380 even more popular
Etihad’s “Reimagined Flying” campaign with Nicole Kidman
Emirates’ campaign TV with Jennifer Aniston
Emirates’ Jetman video
360,000 views within 48hrs
500,000 views within 24hrs
17 million views
within 1 month
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Measure brand effect ----------------------------------------- ---------- ---------- ---------- Using a widespread technology
Brand analysis based on: - Number of mentions on the web - Net sentiment (-100% to + 100%) - Popularity: # Mentions x Net sentiment
with
Other companies using the same technology:
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Airline
Brand sentiment: measured as Net sentiment – A ratio based on the volume of “positive” and “negative” references to the brand, from -100% to +100%. The higher the ratio of positive references about the brand, the nearer the Net Sentiment score is to +100%.
Brand Sentiment from 10 A380 operators (%) A380 Halo Effect ----------------------------------------- ---------- ---------- ----------
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Airline
A380
Brand sentiment: measured as Net sentiment – A ratio based on the volume of “positive” and “negative” references to the brand, from -100% to +100%. The higher the ratio of positive references about the brand, the nearer the Net Sentiment score is to +100%.
Brand Sentiment from 10 A380 operators (%) A380 Halo Effect ----------------------------------------- ---------- ---------- ---------- On average the A380 increases airline brand sentiment by
40%
40%
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A380 product satisfaction
A380: 1st aircraft for customer satisfaction*
6.0 6.5 7.0 7.5 8.0 8.5 9.0
First class
Business class
Premium Economy
Economy class380777
Average passenger recommendation, from 1 to 10
60% of passengers ready to make an extra effort to fly the A380
Stimulating the demand A380 is preferred in all cabin classes
Independent agency surveying over 2,000 passengers arriving on A380 flights at LHR. (*) 95% satisfaction
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Passengers favour the A380 ----------------------------------------- ---------- ---------- ---------- 20% of passengers are ready to pay
$100 more to fly on an A380
Independent agency surveying over 2,000 passengers arriving on A380 flights at LHR.
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Before internet
Web search engines
Customer feedback comparison
CU
STO
ME
R A
WA
RE
NE
SS
Time
Hotel industry today
Airline industry today
A new era is ahead Product awareness & satisfaction has more and more value
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A380 take home messages
• Capture traffic where and when passengers want to travel >80% of today’s mega cities are already congested
• Maximise profitability Lowest cost per seat of any widebody Focus on revenue: new cabin enablers bringing +$23m per year
• A unique differentiator 60% of passengers ready to make an extra effort to fly A380 Product awareness & satisfaction has more and more value
© AIRBUS (Airbus S.A.S., Airbus Operations S.A.S., Airbus Operations GmbH, Airbus Operations LDT, Airbus Opeartions SL, Airbus China LTD, Airbus (Tianjin) Final Assembly Company LTD, Airbus (Tianjin) Delivery Centre LTD). All rights reserved. Confidential and proprietary document. This document and all information contained herein is the sole property of AIRBUS. No intellectual property rights are granted by the delivery of this document or the disclosure of its content. This document shall not be reproduced or disclosed to a third party without the express written consent of AIRBUS S.A.S. This document and its content shall not be used for any purpose other than that for which it is supplied. The statements made herein do not constitute an offer. They are based on the mentioned assumptions and are expressed in good faith. Where the supporting grounds for these statements are not shown, AIRBUS S.A.S. will be pleased to explain the basis thereof. AIRBUS, its logo, A300, A310, A318, A319, A320, A321, A330, A340, A350, A380, A400M are registered trademarks.
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