The events of September 11th had a catastrophic effect on the airline industry. Braden Kelley worked with a few passenger airlines to help them find a new frame for their industry (an Industry Re-Think). You will see in the Passenger Lifecycle slides that the framework allows the airlines to see themselves as more than just a transportation provider. Instead, the framework provides the opportunity for the airlines to continue to innovate at each stage of the lifecycle, challenging themselves to exceed the example revenue and service opportunities we provided at the time.

1. Business Strategy Innovation
- The Airline Passenger Lifecycle -
The Airline Passenger Lifecycle was constructed in the
wake of the events of September 11th to help the world’s
leading airlines increase their revenue and cut costs.
It provides a framework to drive innovation throughout the
organization by focusing employees on maximizing revenue
from customer relationships rather than viewing themselves
solely as providers of point-to-point transport

2. Airline Passenger Lifecycle
Shopping, Eating,
Transport Drinking, Working Shopping
Parking Eating
Drinking
Working
Check-In
Security
© 2003 Braden Kelley
Home/Away
Flight
Shopping
Transport, Lodging, Eating
Shopping, Eating, Drinking
Site-seeing Baggage Claim Working

3. Capturing Value between Home/Away and Check-In
Transport
Parking
Examples:
1. Sell tickets for transportation
Check-In to/from the airport
2. Sell tickets for airport parking
(likely good success recruiting
off-site parking vendors)
Home/Away 3. Sell travel books for travel
destination (outsource
fulfillment to Amazon or others)
© 2003 Braden Kelley

4. Capturing Value between Check-in and Security
Shopping, Eating,
Drinking, Working
Check-In
Security
Example:
4. Sell advertising, for distribution with ticket, to airport shops
and service providers, thus creating a revenue stream for
Continental Airlines and added value to customers through
discount coupons. To make it even more lucrative, also sell
destination or stopover airport advertising.
© 2003 Braden Kelley

5. Capturing Value between Security and the Flight
Shopping
Eating
Example: Drinking
Working
5. Offer passengers the
opportunity to purchase a one-
Security
time use of the Continental
Airlines lounge or business
center.
-see also Example #4
Flight
© 2003 Braden Kelley

6. Capturing Value between the Flight and Baggage Claim
Example:
6. Distribute sample packs from manufacturers to passengers as
they disembark (for a fee from the manufacturers)
-see also Example #4
Flight
Shopping
Eating
Drinking
© 2003 Braden Kelley Baggage Claim Working

7. Capturing Value between Baggage Claim and Home/Away
Example:
7. Sell expediting services to rental car
companies allowing them to capture
information and process customers more
efficiently
-see also Examples #1 and #4
Home/Away
Transport, Lodging,
Shopping, Eating,
Site-seeing Baggage Claim © 2003 Braden Kelley

8. Landing
The Airline Passenger Lifecycle would, obviously, apply to the outbound and return flight.
The seven brief examples illustrate how value can be captured at each stage of the
passenger’s journey.
We have many, more innovative ideas that fit into the framework of this model that would
drive revenue and profit growth.
We also have years of experience helping companies improve their systems, processes,
organizational effectiveness, and profitability.
We look forward to the opportunity to do a more formal presentation, to answer your
questions, and to proceed together in realizing some of the potential.
Yours sincerely,
Braden Kelley
Business Strategy Innovation
1344 Alki Ave SW, Suite 301
Seattle, WA 98116
(206) 349-8931 Email: braden@business-strategy-innovation.com