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One of the product development strategies that Royal Jordanian Airlines has adopted is the enhancements to the passenger experience. A digital transformation has been employed in the airlines through the partnership they formed with a digital group-Amadeus which helps in smoothening the travel processes that the passengers have to deal with in ordinary cases. The association has enabled reservations to be made quickly, control of departure and inventories as well as other activities that enhance the experience of the clients from the time they intend to book the flight until their destination. The innovations are seamless and give the uses options such as purchasing travel tickets at the airport or locking a given travel price on an online platform. The partnership also offers call centers that is improved that provide a personalized response to the passengers. In the cases where there is a need for rebooking, self-service tools can be employed making the process smoother and more responsive. According to Ismail (2011) the move taken by Royal Jordanian Airlines has moved it to a new technological platform given that most of the operations can be handled by different vendors in a single integral unit (17). The provisions help the airline serve its customers better owing to the streamlined procedures and as a result, gaining customer confidence and improving the number of passengers. The tool is competitive and one of the key performance indicators for passenger experience improvement.
The survey carried out by Mustafa (2012) highlights that one of the most effective product development and distribution strategy is planning and execution (49). Royal Jordanian Airline has been embracing advertisement as a means of extending its customer base through media, although they have not had a proper media plan which works with the key partners. The company could use price-point advertising to ensure it secures the DOT requirements then communicate it with the partners. Trade promotions can also be applied as they have been suggested to deliver incremental and media value in the travel trade (Magatef 2015, p. 56). Some of the common developments that Royal Jordan has been using include free travels, or subsided travel expenses, although other practices such as travel vouchers could also be applied as it is an excellent way of passing messages to the clients through the voucher newsletters without necessarily needing extra costs of advertisement. Airport marketing programs tend to be time-consuming and challenging as Daher (2005) points out, and it would be best to use new services such as media plans to create an extensive awareness of the airline and the services they offer (289). Eligible funds can be cut as a result of making it a winning case for the airline.
The Royal Jordanian airlines are one of the significant factors that contribute to tourism in Jordan through the provision of accessibility. According to the study carried out by Harahsheh (2002), tourism has evolved owing to convenience that is provided by an excellent transport network (63). If a destination is accessible, the notable indication is an increased tourist arrival which also promotes the tourist receipts in the country. The advancement of Royal Jordan has improved the overall airline transport by making it travelling convenient for given destinations. Areas that were considered to be inaccessible can now be reached quickly provided that the Royal Jordan has network terms that are international. The city of Petra, for instance, was considered to be a remote area, and with the development of airlines, it has grown to be a primary tourist attraction site which people can easily access. Movement from continent to continent has been made convenient; in the previous years, it would take months for one to reach a given destination, and in the present age, it only takes hours. In Jordan, the increase in the tourist arrivals was because of diversification, the liberation established by air travel, and with the increased seat capacity in the airlines.
Royal Jordan has made use of innovations in air travel to promote tourism such as business, non-business, economic, and executive class trips which also encourage tourism. Before an upgrade was established, a flight would be very costly, however, over time, Royal Jordan made compromises on prices based on the demands of the clients. The innovation was a mega contribution to international tourism in the region as fare costs were made convenient based on the financial capacity of a person. For the business class people, luxurious travel was ensured with enough space and for the executives who were willing to pay an extra fee. For the economy travellers, comfort was issued at lower rates which made them attracted to the airline. With the popularity of the airline growing, the number of tourists visiting the Jordan destination increased promoting tourism. Other advancements that the airline introduced owing to competition was the establishment of conference rooms for the business class persons and lounges for the executive class. In some cases, promotions were employed in the airports such that there were free travels or free drinks which attracted more travellers and a resultant success in the tourism industry. Additional on-ground facilities also promote tourism through the airline. Other scholars point out that factors such as comfort, speed, and safety assurance are vital factors that attract people to air travel which in Royal Jordan is remarkable thus increasing the travel market.
In Jordan, just as many other parts of the world, tourism has previously performed poorly owing to the poor transport network and with advancement in transportation, it has improved. Huber (2009) suggests that there is a general agreement that was the transport network is developed, tourism flourishes (153). The air industry has mainly been a primary concern for global tourism owing to safety and security concerns. With the increased cases of terrorism and terrorist attacks, the number of people travelling has been reduced and so has the tourism industry. People need travels that assure them of their safety while in the air and even in their destinations. This is one of the concerns that have been continually raised in Royal Jordan airlines which compelled them to increase their security checks. Even though the screening methods employed may be more extended, they can deter the terrorist attacks which give the passengers the confidence to continue using the airline and also visit Jordan. Airport security has continually been increased as well as travel safety regulations for security improvement.
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