Published in WEBster's June 10, 1997, issue.

By the year 2000, predictions indicate that as many as 250 million people will have Internet access. With those massive numbers, it's easy to see why the major airlines are scrambling for the lion's share. But how are they snaring the Internet users? What programs do the airlines offer to get you to purchase your airline tickets online?

Most of the airlines have Web sites that offer certain features such as online flight and fare schedules, frequent flyer plans, and travel planning. Some of the airlines zero in on providing programs for their frequent flyers, while others target the general users. But that's where the line is drawn and the true innovators jump in to offer certain incentives to make it worth your while to order tickets through them.

American Airlines has really charged into the Internet scene with incentives such as offering Net SAAver fares and awarding Bonus AAdvantage Miles for booking flights online. Members of their AAdvantage plan for frequent flyers can review their miles online, and visitors to the Web site can check real-time tracking of flights.

Sandy Herndon, manager of Distribution Planning, said American's Web site is targeted toward their frequent flyers, and their eventual goal is for the site to be the best place for AAdvantage members to do business. Within the next six to eighteen months, every AAdvantage program service that is provided via the telephone will be made available at their Web site. The company also plans on tailoring the information to the individual traveler's specific needs and interests and weeding out any information that isn't of interest to that particular traveler.

Visitors to American's Web site can subscribe to their Net SAAver e-mail list where unreserved seats are offered at terrific savings for that coming weekend. Herndon said that since the inception of the e-mail list in May of 1996, the number of subscribers has sky rocketed from 20,000 to 780,000 as of May of 1997. Certainly within the scope of a company the size of American, the revenues they receive from their Net SAAver plans are small, but they've reached six figures monthly, with every indication they'll continue to grow.

In addition, American offers a continual lineup of different contests, such as a Summer Festival Spree contest where visitors build a dream itinerary of four festivals, then enter for a chance to win, or participate in an Internet Silent Auction. They recently sponsored a Tell Your Favorite Net SAAver Story contest, and the winners' names have been posted at their Web site.

A very unique incentive offered by American is their free Personal AAccess Software, which can be downloaded from their site. Personal AAccess is a Windows-based software program that links the user's computer to American Airlines without the need for an Internet connection. With this program, users can access flight schedules, search for special rates, choose ticketless travel, pick their own seats, or even make rental car or hotel reservations.

So what's American's secret to success? Tim Smith of Corporate Communications feels it's their personal approach, which they plan on expanding even more in the future. One day, they hope to greet you personally when you step onto their Web page, ask about a recent trip, remind you of the status of your AAdvantage miles, and all with a friendly, personal smile.

An airline that offers a unique approach into their Web site is Trans World Airlines (TWA). On the first visit to the site, new users are encouraged to create customized user profiles, after which they are automatically entered into a contest to win up to 20,000 frequent flyer bonus miles. The airline recently awarded a 50,000-mile prize to a previous contest winner.

Users can sign up to receive Trans World Specials, an e-mail program where last minute, low cost, weekend travel specials are offered each week. According to Craig Johnson, supervisor of Internet Marketing for TWA, an average of 60,000 users have subscribed to this e-mail list. These special fares are also posted on the Hot Fares page at their Web site. Hilton Hotels/Resorts and Alamo rental car have weekend bargains that are also available in TWA's Trans World Specials.

TWA's comprehensive Web site provides information on their Appreciation Miles program, destination information, route maps, senior and youth travel paks, and much more, all geared toward the general as well as the frequent traveler.

When asked about future plans for TWA's Web site, Johnson said, "our online booking engine is scheduled to launch by the end of June. Then users will be able to price and purchase tickets directly on our site. This will include booking cars and hotels. In addition to our booking engine, we will also release Frequent Flyer interaction so users can check their account status and redeem awards.

"Real time flight information for departures and arrivals will be launched also at the end of June," Johnson added. "When our booking engine is launched (in June) we will offer incentive FFB miles for all reservations that are booked on our Web site."

Northwest Airlinesoffers their own CyberSaver Fares, geared toward Net customers, and they even offer discounted rates at certain hotels. According to Jon Austin, managing director of Northwest's Corporate Communications division, the CyberSaver program started off very popular then leveled off more in line with the growth figures for site usage in general. "As of now, more than 10,000 CyberSaver fares have been sold," he added.

Through June 15, users can earn 1,000 WorldPerks Bonus Miles when they book online through Northwest, and electronic ticketing is available as well. The Travel Center World Guide has information on over 200 destinations, so visitors can access city maps and information about attractions, hotels, and restaurants. When asked about any plans to implement an e-mail list for announcing special fares, Austin responded, "we do not use list server technology at present, but we will almost certainly add it by end of year. Additionally, booking and ticketing can be done via our site or other online booking providers."

Of course, as Austin pointed out, netizens benefit by the convenience of ordering tickets at any time, anywhere, with no outside assistance.

A wonderful feature offered by Northwest is their WorldWeb Companion fare. Users who buy their tickets online through June 16 can take a companion on their next trip for only US$99. In addition, Northwest offers WorldVacation packages to spots such as Europe, Asia, or Hawaii as well as savings on summer travel to certain destinations.

"The whole on line experience is quite rare for us as we are witnessing the birth of a new distribution channel," Austin said. "That simply doesn't happen often. Thus, everything we are doing via the site is an experiment."

At Continental Airlines, users can sign up to receive Continental On-Line (CO.O.L) Travel Specials for airline tickets, hotel rooms, and rental cars by e-mail. When asked about the success of their e-mail list, Gene Higley, Continental's Webmaster, exclaimed: "We've grown, and continue to grow beyond our expectations."

Continental's comprehensive site attracts frequent flyers as well as general travelers by outlining the various programs offered by the airline, such as senior citizens programs; group, vacation and meeting plans; and special features such as traveling with children, information for the disabled, international travel, and business planning.

By purchasing a ticket online, users can earn up to 1,000 bonus miles. Higley said, "We've targeted online leisure and business travelers who personally handle their travel needs when it's convenient for them."

Regarding plans for the future at the Web site, Higley added, "We plan to expand the features available to our online users and add true value to their shopping and travel experience."

Delta Airlinesoffers what you'd expect to find at an airline's informative Web site: fares, flight schedules, information about their frequent flyers program, and extensive help in planning your trip. The site contains destination maps, arrival/departure information, the layout of various airports, and even weather and sports information for your destination.

Delta is currently offering a SkyMiles bonus of 500 miles for tickets booked online. Ken Boyle, manager of Electronic Commerce at Delta, indicated that due to the success of the program, Delta will probably be increasing that number to 1,000 within the next month.

Boyle added that Delta does not have a special e-mail program that offers reduced fares, because those fares are often the result of an excess inventory, of which Delta is fortunate enough not to have. However, as people book their flights online, Delta is warehousing their e-mail addresses, so an e-mail program can easily be implemented in the future as needed.

A no-nonsense site that spells out its low priced fares is ValuJet. The airline offers a ValuNet Insider Club where users are notified by e-mail of special fares, car rentals, and hotel values. Net users can call a toll free number to make reservations, as online ordering is not available.

Lori Green, communications coordinator with ValuJet, said that any new announcements immediately go up on their Web site to keep the Net users up to date with the latest information.

Dave Castelveter, director of public relations with US Airways, said that their E-Savers list, which announces discounts by e-mail for last minute travel, is the most widely used feature of their Web site. Currently, over 500,000 subscribers receive the weekly e-mail.

The airline offers discounted fares for seniors and military personnel, group rates, first class service for the price of a coach on many routes, and vacation packages. Thanks to the unique setup of the Internet, US Airways is able to announce these popular programs at their Web site to remind visitors to utilize them. The airline is currently offering a 4th of July holiday sale and special fares to Florida. By the end of the year, users will be able to make their flight reservations online.

According to Castelveter, US Airways was the first airline to establish a computerized booking system, still in place today called Priority TravelWorks. This program is an incentive for their frequent flyers who have reached Chairman's Preferred status. The software program hooks directly to Apollo Reservation Systems which serves 70,000 members.

US Airways is continually updating their Web site to make it more efficient and user-friendly. They've placed press releases and a Company Profile online so visitors can find out more about the company and its history. Castelveter said that in the future, they'd like to develop a page for students, offering student programs and research information which can be used in research reports for high school and college students.

United Airlines offers United Connection software free to download at their site. Matt Myers, Web site manager of United, said this software enables users to make travel arrangements with over 500 airlines, 30,000 hotels, and 45 rental car companies, plus they can earn Mileage Plus bonus miles with each flight booked. Mileage Plus members receive a monthly newsletter which is also posted on the Web site.

United's in-depth site offers assistance in every aspect of travel, such as planning a trip, vacation programs, airports, and information about various destinations. Visitors can check the real-time status of flights, flight schedules, availabilities, and prices. An interactive e-mail section allows users to ask questions or make comments to customer service and receive answers. Myers added that in the future, visitors will be able to check Mileage Plus balances and make reservations online as they continue to provide more functionality at their site.

Southwest Airlinesoffers double credit to members of their frequent flyer club each time they book their flights online through ticketless travel up until June 30. In an effort to get more people online, Southwest Airlines even offers Netscape Navigator software and Internet access through MCI through June 30.

Users to Virgin Atlantic's Web site, will find online offers such as round-trip tickets to Johannesburg or the option of purchasing a ticket to London and being able to take in the British Isles or even Europe free. The Web site outlines their Virgin Freeway frequent flyer program and offers a toll free number for making airline reservations.

As you can see, each airline offers something a little different at their Web site. The type of traveling you do, whether you're a frequent business traveler or only make a trip every year or two, will determine which sites will be of benefit to you.

Robin Nobles is a freelance writer who can be reached at robinnobles@robinsnest.com.

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