Lufthansa Group is aiming to offer passengers service “personalized on a silver tray” by utilizing “predictive analytics” to determine what offerings individual customers want, a senior executive said.

Speaking to reporters during a Feb. 2 briefing in New York, SVP sales-Lufthansa hub airlines and CCO-Frankfurt hub Heike Birlenbach explained that Lufthansa plans to “pinpoint the respective needs of an individual customer rather than offering them everything we have.”

The initiative is part of Lufthansa Group’s $430 million investment in digitalization through 2020. “We have customer data about activities” that can be analyzed and utilized to explore revenue opportunities, Birlenbach said. “For example, we have learned there is a certain timing when a customer is looking for an upgrade, and it’s not when the ticket is booked or on the day of the flight. [The ideal time to offer an upgrade is] in between purchasing the ticket and the date of flight. [Lufthansa has analyzed data to determine] when is the best time a customer would respond to an upgrade offer.”

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