IATA urged aviation stakeholders to embrace data and digital transformation to help deliver a frictionless customer experience while enhancing safety and efficiency. 

“We must transform paper-based and legacy processes into digital ones and use data to drive decision-making in all facets of our business. Organizational silos will need to be shed to ensure a holistic focus on the entire customer experience. And we will need to do all this while continuing to ensure the highest levels of safety, security and environmental sustainability,” said Alexandre de Juniac, IATA’s Director General and CEO. 


  • Develop core data science capabilities and use data to drive safety and operational improvement.
  • Use modern data standards and technology to deliver a superior customer experience.
  • Establish robust data governance towards suppliers and providers.

Additionally, often airlines do not have information about customers who do not book directly with the airline that would enable them to more easily contact these customers in the event of operational disruptions. This information resides in third-party booking systems. “I hope we can agree that delivering a frictionless travel experience requires that the value chain be able to pro-actively manage disruptions and deliver a personalized experience to our shared customer. And that requires access to passenger information,” said de Juniac.


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