Transavia
Pricing research in aviation: Transavia baggage policy
Case Information
Met conjunct onderzoek meet je direct hoe klanten afwegingen maken tussen producteigenschappen, gebruiksgemak en prijs. Organisaties stemmen hiermee hun tarieven en portfolio af op specifieke klantsegmenten, waardoor commerciële marges en operationele processen elkaar versterken.
The Challenge
What prompted Transavia to review cabin luggage?
Turnaround time on the tarmac determines airline profitability, and every minute counts when boarding passengers. Transavia connects millions of holidaymakers and business travellers across Europe, where cabin baggage regularly exceeds locker capacity at the gate. As cabin storage fills up, crews must move bags to the cargo hold right before departure. Pricing research in aviation shows how commercial policy and operational speed connect. What price level creates fair conditions for travellers while keeping turnaround times fast?
The vision
Why boarding delays hurt ground efficiency.
Boarding delays quickly mount when cabin lockers overflow and staff must transfer bags to the hold right before take-off. Transavia needed a pricing model for paid cabin luggage without driving passengers away or complicating check-in options. Balancing passenger expectations with fast turnarounds required factual evidence on price sensitivity.
The Solution
Pricing research in aviation: testing trade-offs.
Through conjoint analysis, passengers weighed different luggage scenarios against one another, trading off carry-on luggage, hold baggage weight and various price points. This choice modelling revealed which combination of baggage options passengers prefer across different types of trips.
“Through a conjoint analysis, Blauw assisted us in the decision-making process regarding the introduction of Full Paid Hand Luggage in combination with offering checked baggage, considering both weight and price. We look back on a pleasant collaboration focused on achieving the best results.”
Sr. Business Developer Product & Proposition
<span data-metadata=""><span data-buffer="">The result
A balanced baggage portfolio with faster boarding.
Transavia obtained clear guidance on passenger acceptance for paid cabin baggage alongside hold luggage options. The commercial team used the findings to shape a transparent baggage proposition that protects operational flow without alienating customers.
Consequence of the Result
How the insight led to action.
Differentiate baggage pricing based on travel purpose and trip duration.
Travellers on city breaks value cabin baggage differently from holidaymakers heading to sunny destinations.
Optimise the baggage product portfolio around combined carry-on and hold luggage options.
You create balanced passenger choices while protecting commercial margins and operational flow.
Speed up aircraft turnaround times by curbing cabin luggage pressure at the departure gate.
Fewer last-minute bags moved to the hold leads to punctual departures and lower ground handling costs.
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How does conjoint analysis determine optimal pricing for airline baggage?
Conjoint analysis models real customer trade-offs by presenting different combinations of product attributes and price points. It uncovers the specific monetary value travellers attach to convenience features such as cabin baggage compared to hold luggage.
Why does baggage behaviour differ between city breaks and sun holidays?
Willingness to pay for carry-on luggage strongly depends on trip purpose, creating distinct needs for city breaks versus beach holidays. Differentiating baggage propositions across travel types allows airlines to protect customer acceptance while improving operational efficiency.
How does cabin baggage pricing improve aircraft turnaround times?
Excess cabin luggage forces gate agents to check bags into the hold just before departure, triggering turnaround delays. Controlling cabin volume through pricing speeds up boarding, helping aircraft depart on time and raising ground efficiency.
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