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2Air France

Five French airlines merged to form Air France in 1933.

Operating at Paris-Charles de Gaulle hub.

By 2007,Air France served 185 destinations in 83 countries and

its total fleet size stood at 383 aircraft.

In 2004, Air France and Netherlands based KLM joined forces and

created the sky team global alliance.

The Air France –KLM group employed a work force of

1,50,000,the group carried the most scheduled international

passengers, flying to 225 destinations in 109 countries.

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3E-commerce for travel

According to TIA , consumers going online to research and book

travel increased 263 % between 1996 and 2005.

U.S broadband household connections increased 5million to

41million in between 2000 and 2005.

U.S travel online bookings :

2005- 30% of total

2004- 20% of total

2002- 15% of total

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4Travel Industry

Direct web sites: Attractive destinations

Real-time information

Customer loyalty programs

Aggregators : Full travel packages

Lowest price searches

Meta search sites : Don’t offer transaction services

Consolidated results

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5Search engine marketing (SEM)

Organic improvement

Improves the relevance(URL)

Makes appear higher on SERP

SEO Pay per click or sponsored

Bid on keywords

Geo targeting

Easily measurable

Campaign driven

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6Media contacts’ challenges

Short time

Branded vs Unbranded keywords

Different services and different audiences

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7Strategy for Air France across search engine publishers

Google : should opt SEO because Google follows cost per click

and click through rate.

MSN : since MSN follows pay per click approach , its better to

go for bidding of keywords

Yahoo : Since yahoo follows content matching approach, its

better to go for bidding of

keywords

Kayak : Should opt SEO

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8How can Campaigns be improved

Geo targeting

Pay per click ( traceable )

Can change the keywords based on most clicked and can achieve

more transactions

Should add branded keywords based on consumer behavior (ppc)

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9Important KPIs

Average return on advertisement

Probability of booking

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10How should SEM campaigns be structured?

Metasearch companies

consumer behaviors have shifted to economy classes

people’s familiarity with traveling has increased

The prominence of Metasearch site like Kayak will

increase, as people turn to websites that are known for

providing low cost options

Region campaigns

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11

THANK YOUGROUP: 9

UPPALA ARAVIND -122

DASARI PRADEEP – 126

PARMOD SINGH - 133

SANGAM LALSIVARAJU -138

RAJESH MISHRA – 151

DEEKSHA SHARDA -159