How Qatar Airways are maximising their ancillary revenue from the World Cup
The World Cup is less than a month away, commencing on 20 November 2022. Estimates predict 1.5 million fans will attend in person and Qatar, with a population of 3 million, is preparing for 200,000 air passengers a day.
Qatar Airways, the Official Airline of FIFA has been preparing for this. Although revenue from plane tickets alone will be substantial, the airline is set to capitalise on ancillary revenue. Here are some ways the airline will be cashing in on ancillary revenue this World Cup.
Ancillary revenue is defined as:
“Revenue beyond the sale of tickets that is generated by direct sales to passengers, or indirectly as part of the travel experience.”
In-flight connectivity (IFC)
Inmarsat was selected as the IFC provider for Qatar Airways’ Boeing 787-9 and 737-10 fleet. Passengers on these flights will have access to live updates from matches, video replays, and livestreamed games during the course of their flight. Through Inmarsat’s GX Aviation broadband service, passengers will also be able to browse the internet, use email and messenger apps, scroll social media, and stream videos and music. This ‘Super Wi-Fi’ will be available for one-hour free access with an option to purchase full access for the remainder of the flight.
Bundle deals
Match Day Shuttle
The airline is also offering a Match Day Shuttle package which allows fans to fly in for a match and return on the same day. Included in the package is easy check-in, fast track immigration, and connections to stadiums.
Travel packages
Qatar Airways are also offering travel packages, advertising them as ‘the ultimate convenience.’ The packages include flights, accommodation, and match tickets.
With these bundles which are sold directly through the airline, Qatar Airways can profit from making their passengers’ lives more convenient.
Additional preparation for the World Cup
Cutting routes and growing employee numbers. Qatar Airways has been in the news lately with their plans to hire 10,000 more employees for the World Cup. However, it is unknown how many of these employees are permanent. The airline has also cut 18 destinations to make space for World Cup fans travelling to the region.
Ancillary revenues have played a key role for airlines during COVID-19 and in the years emerging from the pandemic, for more detail see here. In anticipation of the World Cup, Qatar Airways is capitalising on potential ancillary revenue in a variety of ways utilising technology and their network.
Article by Jess Brownlow
