Customized IFE Destination Guides Arrive on Eurowings
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APEX Insight: PXCom has partnered with ArrivalGuides to offer customized destination content across Eurowings’ BYOD IFE system. The multimedia experience allows passengers to research hundreds of destinations, while airlines and IFE providers gain deeper insight into the needs and wants of travelers.
On August 1st, passengers on the Eurowings flight from Cologne to Palma de Mallorca were the first to experience ArrivalGuides – a new feature in the airline’s BYOD IFE system, including unique destination guides along with the music, movies, and games already on offer.
The ArrivalGuides service, which is delivered through PXCom on 71 Eurowings aircraft, enables passengers to discover activities and points of interest that will make their arrival smoother and their journey more exciting. From accommodation and shopping to bars and nightlife, ArrivalGuides provides useful travel information in several different languages €” but creating a seamless passenger experience requires heavy lifting behind the scenes. “As for any airline project, it’s a long path,” said PXCom cofounder and CEO Cyril Jean. “For this specific project, it took us nearly one year.”
“We offer DMOs the unmatched opportunity to showcase their destination to millions of travelers on a daily basis.” €” Magnus Aideborn, ArrivalGuides
The ArrivalGuides multimedia experience covers nearly 600 destinations, introducing passengers to over 48,000 points of interest. Tourism companies from across Eurowings’ flight map are promoting their activities directly through ArrivalGuides. “Travelers can now access useful information on board in different languages, plan their trip and start pre-booking,” says ArrivalGuides CEO Magnus Aideborn. “DMOs [destination marketing organizations] play the important role here as they can promote their destination directly to passengers on board throughout ArrivalGuides network. We offer DMOs the unmatched opportunity to showcase their destination to millions of travelers on a daily basis.” Participating companies can place coupons directly into the guides, making direct customer contact a breeze.
“PED-based entertainment enhances passenger tracking before, during and after the flight, consequently leveraging digital advertising opportunities.” €” Cyril Jean, PXCom
Passengers aren’t the only ones benefitting from ArrivalGuides: Jean sees huge opportunity for airlines, IFE providers and DMOs, not only in bespoke content but in the wireless IFE (W-IFE) and bring-your-own-device (BYOD) trends as well. “PED-based entertainment enhances passenger tracking before, during and after the flight, consequently leveraging digital advertising opportunities,” said Jean. “We have developed an ad-server for IFE which enables very precise targeting (language, operating system, origin, destination, gender and age).”
ArrivalGuides is a prime example of an edutainment IFE offering that benefits all involved. It gives passengers an excuse to put off holiday plans to beyond the last minute, or just explore a city before landing, and it gives marketers an opportunity to learn about and engage with customers through a medium that’s only increasing in popularity.