Module One - Introduction to Passenger Revenue Management

Gary L Parker

Aug 2024 · Gary L Parker

About this eBook

What is revenue management and why is it needed in the passenger transportation industry of today and tomorrow? Revenue management first appeared in the carrier industry starting in the early 1980s. It arose from the need for accurate demand estimates and resource allocations in the newly deregulated environment. Therefore we begin this book and this module with a look back at the main causes and consequences of carrier deregulation in North America. The second section is an introduction to the basics of revenue management and will serve as a foundation for the rest of the modules in this course. In the final section, we look to the future and consider how the internet is changing ticket distribution and some of the challenges and opportunities that it has created.

About the author

As a global revenue management expert, data strategist, coach and teacher, my expertise comes from the practical experience gained in the daily application of revenue management and pricing. I have experienced the challenges and opportunities of companies operating on the many levels of service from global to regional, from traditional to low-fare, and value-based offerings.

I have 30 years in airline passenger marketing and revenue management, with 20 years of teaching and consulting at airlines, rail and bus companies around the world. I bring practical experience and well-researched expertise with me. My base is in Montreal, Canada.

In my career at Air Canada, I participated in the development and successful implementation of a new fare family business model on domestic and U.S. transborder routes. I analyzed and evaluated market environments developing yield strategies, capturing incremental revenue opportunities and improving profitability. I provided leadership, guidance and coaching to Flight Revenue Controllers.

In my time there, I was fortunate to receive professional development in business process innovation, project management and six sigma.

I was also responsible for leading innovation and project activities in passenger marketing. Projects included processes, procedures, decision support tools and MI systems. I designed and developed training material and delivered the training, as well as continued baseline support.

Over the years, I developed revenue management training seminars for IATA's Aviation Training and Development Institute (ATDI), and RM system vendors, and presented these at public sessions and in companies around the world. A dynamic, highly rated conference speaker and chair, I presented at many RM conferences, including PROS, IATA, SITA, Eye for Travel, Marcus Evans, and participated at workshops for Bombardier, Lufthansa Systems, SkyVantage, ExPretio Technologies and Intelisys Aviation.

Since my retirement from Air Canada, and as an independent consultant, I have also been a trainer, coach and consultant for Expretio Technologies in Montreal both for their internal projects as well as for their mandates with rail customers in various countries.