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Video: Lufthansa Strives to Become as Data-Savvy as Netflix

Sean O'Neill photo
Sean O'Neill

Photo Credit: Lufthansa Group chief digital officer Dr. Christian Langer appeared at Skift Global Forum in New York City on September 26, 2017. Skift

Skift Take

Like many airlines, Lufthansa worries that other companies could disrupt parts of its business like Netflix did with movies. To prevent that, it has launched a data-based offensive.

Many companies aspire to analyze customer data so they can more precisely guess what their customers want — sometimes even before their customers know what they want. Yet airlines have been late to this game, partly because of gaps in their data collection. Airline complacency poses a risk. Companies with stockpiles of customer data like Google and Facebook, and online travel companies such as Airbnb, Booking.com, and Expedia, may soon be able to create products that siphon off parts of an airline's business that are adjacent to flying people in the air, such as the sale of in-flight entertainment or of luggage shipping services. Already these

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