Lufthansa has successfully trialled new iBeacon technology and will use it to sell “upgrades” into its Business Lounges.
The technology works through the Lufthansa app. Travellers who have this on their smartphone and have the location-based services activated can then be notified of “offers and services relevant to their current location and that will make their stay more comfortable”.
Lufthansa says that in its test phase, customers in Munich received “an offer for entry into the Business Lounge for €25”.
“This personalised push message is sent to the passenger located in the vicinity of a lounge, if they don't yet have automatic lounge access through customer status or booking class.”
The technology works via “iBeacons,” installed at relevant points in the terminal.
Speaking at the travel trade fair ITB in Berlin, Jens Bischof, Executive Vice President Sales and Chief Commercial Officer said that the offer would only be made “if the lounge had spare opccupancy” to avoid upsetting passengers who had tier status or who had bought a premium ticket.”
Lufthansa says that it intends to extend the trial of location-based services into other airports in the coming months. It says the extra revenue gained from selling access to its lounges it similar to the “…personalised offer for a Lufthansa Economy Class customer to be able to purchase an upgrade to Business Class.”
This has already been implemented in short and medium-haul flights, and is currently being tested on five long-haul flights: from Munich to Los Angeles and Seoul, and from Frankfurt to Delhi, Shanghai and Toronto.”