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Topic: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Aa@dfw
Posted 2002-05-14 22:33:15 and read 1599 times.

The following article excerpt comes from The Miami Herald and is condensed by the American Airlines Corporate Communications division via their daily "Jetwire" news letter.

It indicates that one travel agency began publishing economy class seat pitches with its fares and ticket purchases. The outcome: passengers bought tickets on airlines that offered the most legroom. Inparticular, American Airlines had the highest increase in sales: 1,165% increase, to be exact.

MRTC is working.

--VOTING WITH OUR SEATS--

Long-haul passengers are avoiding airlines with cramped seating in favor of rivals offering more generous legroom, according to new research. Six weeks ago, Bridge the World, a flight consolidator, became the first travel company to support the campaign for more legroom on long-haul economy flights. While other agents gloss over the issue of cramped seating, it decided to tackle the issue head on, publishing details of seat pitch in its advertisements and telling all its customers which airlines provide the most space. The effect was immediate and dramatic. In March, agency bookings with Virgin Atlantic, which offers just 30-32 inches of seat pitch in economy, were down by 36 percent on March 2001. In contrast, Malaysia Airlines and Air New Zealand, both of which offer a 34-inch seat pitch, were up by 75 percent and 36 percent, respectively. But the sharpest rise in bookings was enjoyed by American, which has removed rows of seats throughout its fleet to provide an industry-best economy seat pitch of 34-36 inches. Bridge the World says bookings with American Airlines were up in March by 1,165 percent.

From the Miami Herald



AA@DFW

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Scott4AA
Posted 2002-05-14 22:36:17 and read 1546 times.

I hope this means MRTC will stay. Just on domestic routes, MRTC is really noticable and I will always fly AA when possible because of it!

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: TransSwede
Posted 2002-05-14 22:39:58 and read 1530 times.

1%??? - That's not proof, that's a statistical blip!

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: JonnyGT
Posted 2002-05-14 22:44:34 and read 1518 times.

Ahem, here in the USA, we use a "," to indicate thousand. He said that bookings were up one thousand one hundred and sixty-five percent.

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Trickijedi
Posted 2002-05-14 22:46:09 and read 1511 times.

Good to hear that more people are noticing MRTC. Frankly, I wouldn't understand how MRTC can not be profitable, much less prefered. It's all about marketing.

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Padcrasher
Posted 2002-05-14 22:52:39 and read 1501 times.

This sounds more like a PR stunt than proof MRTC is for real. There was a poster "kcudd" on the CAL board that posted data showing AA had seen no increased revenue vs OAL except against United. And even then, very small increases. Nothing to justify the expense of pulling seats nor the national advertising AA is running in a last effort to get the word out.

The Dallas Morning news inteviewed AA which, more or less said no great benefit has been seen so far.

Here's the biggest problem. AA is losing much more money than DAL, CAL, and NWAC. Three airlines that did not remove seats. When AA closes this gap then it's time to worry. Until then lower CASM is the way to go.

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: 777236ER
Posted 2002-05-14 23:20:18 and read 1464 times.

Hrm, lets look at other like-for-like increases/decreases and THEN we'll see what this value REALLY means...

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Ual777contrail
Posted 2002-05-14 23:29:13 and read 1458 times.

wont be around for long, too bad.





ual 777 contrail

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: ORD
Posted 2002-05-14 23:39:43 and read 1441 times.

Just because the seat pitch was published and bookings went up does not mean the two are related! There are many other variables.

The numbers are for March 2001, but vs. what? February 2001? March 2000?

Perhaps American added flights, which caused bookings to increase. Maybe Virgin cut flights which would lower bookings.

And what is the sample size?

What was the average price paid per passenger? Maybe AA had more bookings but at lower fares.

Sorry, but if AA was seeing that big an increase you can bet DL and CO would have jumped on the badwagon.

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Exusair
Posted 2002-05-14 23:42:16 and read 1435 times.

That's nice. Is their revenue per seat up 1,000% as well? Are people paying more to fly on AA? Or were they the price leader in the markets that this travel agencies customers were flying to?

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Blink182
Posted 2002-05-14 23:43:23 and read 1435 times.

I really hope this is not a stunt. MRTC really does make a difference in coach, especially on longhauls or night time flights when you want to get some rest which includes stretching your legs.

blink

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: IMissPiedmont
Posted 2002-05-15 05:10:05 and read 1360 times.

There is certainly a typo here somewhere. 1,165 %? Of course if AA means March 2002 compared with March 1992 in the MIA market, I can believe that.

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: 2cn
Posted 2002-05-15 08:11:44 and read 1316 times.

anyone have a link to this story published somewhere? I can not find any article such as this on the Miami Herald website.

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Lowfareair
Posted 2002-05-18 01:22:08 and read 1258 times.

http://www.bridgetheworld.com

They appear to be a travel consolidator based in London.

The problem I see with this 'study' is that it's one travel agency, with a fairly small market share. I would want to examine all of the variables first to see if any airlines had sales, or, if there were certain promotions to the US and Latin America(AA), or to Oceania(NZ/MAS) by this travel agency.

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Boeing nut
Posted 2002-05-18 01:32:30 and read 1250 times.

Yes, but there is a huge flip side to this coin. Revenue income was DOWN to nearly double digit figures! Unfortunately, this program will be history soon!!

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Airworthy
Posted 2002-05-18 02:18:28 and read 1236 times.

OMG, I can't believe you can't see out simple this is:

Yes, AA bookings did go up that much -- but only bookings at that particular travel agency.

Don't be thick!

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Continental
Posted 2002-05-18 03:52:51 and read 1211 times.

Hmm.. Why haven't the forum moderators delete THIS one? I posted an article to and gave credit to the author and paper and gave a link and it was deleted! That's CRazY!

Continental

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: 2cn
Posted 2002-05-18 04:05:41 and read 1206 times.

Ok.. so bookings are up 1,165% at just one travel agency ... as others have asked, what about other travel agencies? And how is this really proof MRTC works?

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Milemaster
Posted 2002-05-18 04:53:10 and read 1182 times.

I think that's great news.

For those of you who wish to say "that's only ONE travel agency.. blah blah.. It's failing everywhere else." Should find other facets to criticize AA for. Their losses are not because of MRTC.

I think it's brilliant... They know the business traveller has dwindled & now they're going for the remaining market, coach travellers.

Doesn't sound insane to me.

I think the timing of the purchase of TWA was far more damning than removing seats out of planes.

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: SJC>SFO
Posted 2002-05-18 05:42:12 and read 1168 times.

IF mrtc leaves, so will my business. Though I guess that's not much of a loss because I always find the cheapo fares =)

Topic: RE: Proof That AA's Mrtc Works: Bookings Up 1,165%
Username: Geotrash
Posted 2002-05-18 09:12:27 and read 1143 times.

I've said it before and I'll say it again. Economy Plus goes away (I understand that's United, not AA), I am history. Frontier has an FF program now, so there's little to keep me on United if they're going to shove me in the same size seat. Frontier is gaining the frequency I need to my most common destinations, and since I usually end up booking the week before, they are usually 20 - 100% cheaper than UA. There would simply be no benefit to me to fly UA.

-Geo


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