Hong Kong Airlines and Hong Kong Express upgrade market analysis with IT from Lufthansa Systems

Hong Kong Airlines and Hong Kong Express Airways, the two subsidiaries of Hainan Airlines Group, will introduce Lufthansa Systems’ market analysis solution, NetLine/Market. The IT system will enable the two carriers to identify market developments early and respond to them with flexible sales and capacity measures. A fast reaction to these developments is becoming increasingly important for an airline in order to maintain and improve its market position. A three-year contract has recently been signed between both airlines and the IT provider.

SHU Xiao Bin, Deputy Director, Commercial of Hong Kong Airlines, explained: “We were looking for a comprehensive and powerful market analysis solution as we want to identify market developments at a very early stage to keep ahead of our competitors. NetLine/Market makes it possible for us to determine our position and act accordingly. The quality of the data provided by Lufthansa Systems is outstanding.”

NetLine/Market covers all aspects of sales, marketing and network planning and processes market data from different reservation systems. It enables a carrier to examine its market position instantly and to analyze the competitors’ network and sales performance in detail so as to improve its own competitive position. NetLine/Market identifies the most profitable markets as well as those with a limited performance, thus highlighting areas that require attention in order to maximize revenues. The clear structure and the user-friendly reports give airline managers all the information they need to keep their own network ahead of the competition.

“The competition among airlines in China and across Asia is tremendously intense, therefore it is critical for carriers to conduct professional market research and draw the right conclusions,” said Olivier Krüger, Senior Vice President Regional Management Asia Pacific at Lufthansa Systems. “NetLine/Market is used by a number of market-leading carriers worldwide as it gives them exactly the data they need, even down to individual routes.”

An essential part of NetLine/Market, apart from the analysis of the current situation, is its ability to detect potential for further developments. It suggests codeshare agreements, entry into new markets or sales incentives in existing markets and so highlights areas where even a successful position can be further enhanced. Its high degree of automation also reduces the workload for investigation and research. NetLine/Market is part of Lufthansa Systems’ Integrated Commercial Platform (ICP).

Established in 2006 and 2004 respectively, Hong Kong Airlines Limited and Hong Kong Express Airways Limited are both commercial airlines based in Hong Kong. They provide services with new Airbus A330-200 and Boeing 737-800 aircraft between Hong Kong and over 30 cities in Asia and Europe.