United, Southwest, LATAM, Delta, American & more among FTE Airline Digital Transformation Power List Americas 2024

As Chief Information Officer, Jason Birnbaum leads the team driving digital technology efforts for United Airlines and is responsible for all customer-facing technology.

United – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – relentlessly champions using innovation and technology to deliver a best-in-class customer experience. Migration to the cloud, in partnership with Amazon Web Services, is supporting innovation using Machine Learning and Internet of Things (IoT) capabilities, for example, while advancing efforts to transform the travel journey for customers through digital technology.

Recently, as part of efforts to communicate to customers in real-time, United started using Artificial Intelligence (AI) tools to send travellers information about their trip. For the past few years, the airline has used dedicated teams to write and send text messages to customers that give near-instantaneous details about a given flight – everything from gate changes and boarding times to more specifics regarding aircraft swaps, crew rescheduling and weather events – and the teams now use Generative AI tools to assist in giving travellers real-time updates during flight delays. The aim is to deliver transparency for customers by combining innovative technology-enabled tools with people power.

Meanwhile, last year, United became the first U.S. airline to support ‘Live Activities’ for iPhone, giving customers real-time access to their boarding pass, gate and seat number, and countdown clock to departure time on their lock screen or while unlocked in the ‘Dynamic Island’, all without opening the United app.

Indeed, United’s Digital Products team is obsessed with finding ways to make travel rituals simpler and is now making it easier for passengers to sit in their favourite seat type, even if their preferred seat isn’t available during booking. Travellers can find the new feature in the United mobile app, request their preferred seat and automatically get moved if one opens up.

Lauren Woods, Senior Vice President Technology and Chief Information Officer, leads the Southwest Airlines team committed to providing the most reliable, secure, and effective technology solutions in the airline industry.

Key initiatives across Southwest’s technology department include establishing the airline’s Amazon Web Services cloud infrastructure, creating a new development and delivery platform for complex application ecosystems. Woods and her team are also heavily focused on the transformation of Southwest’s enterprise data platforms that drive the company’s data science, analytics, optimisation, and system integrations.

Southwest – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – believes robotics and Artificial Intelligence (AI) offer immense potential to revolutionise the airline industry. From automated baggage handling to AI-driven predictive maintenance, these technologies streamline operations, reduce costs, and enhance safety. Southwest is strategically harnessing both traditional AI and Generative AI. An example of an application of traditional AI involves predicting flight risks and furnishing actionable insights and alerts for the airline’s Operations team. This empowers them to effectively manage and recover from operational disruptions. The airline is also leveraging computer vision technology to improve turnaround performance at the gate.

Alaska Airlines has a long history of innovation, including being the first airline in the US to sell a ticket and check-in a customer online. This tradition has continued over the years through the implementation of innovative technology solutions in support of the carrier’s mission of “creating an airline people love”.

As Vice President, Information Technology Services, Vikram Baskaran leads the team responsible for Alaska Airlines’ digital transformation and innovation, leveraging cutting-edge technologies to streamline operations, enhance cybersecurity, and foster cross-functional collaboration.

The airline is embracing robotics and automation, preparing for what it calls the ‘Proactive Era’: where robotics enable its operations to detect and prevent irregular operations, where Virtual Travel Assistants guide guests every step of the way, and customer service becomes ‘super-charged’ with guest insights delivered to agents through Augmented Reality (AR)-enabled wearables. Alaska Airlines envisions a future where automation and high levels of guest care work hand-in-hand. Its dynamic new approaches are driving a sub 5-minute lobby experience across Alaska Airlines’ airport network, while its Mobile Verify programme, powered by Airside, enables travellers to verify their passport from home.

Meanwhile, at the co-located FTE EMEA and FTE Ancillary & Retailing 2024 events, Alaska Airlines announced it has become the first carrier in North America to integrate eSIM technology into its booking platform through a new partnership with CELITECH.

As the largest airline group in South America, LATAM Airlines has placed technology and innovation at the heart of its passenger experience strategy. In the past few years, the airline has been investing in technology such as biometrics, self-service, and Augmented Reality, as well as implementing cutting-edge technology inflight. Juliana Rios, Chief Information & Digital Officer, is leading the LATAM teams driving digital transformation efforts while maintaining the successful operation of applications and infrastructure.

Central to LATAM’s modernisation and digital transformation has been the migration to Google Cloud, which was completed last year. Now operating 100% in a cloud environment allows the airline to offer a better response to the company’s current challenges, in addition to making it more competitive and efficient for customers, providing scalability, flexibility and cost efficiency.

Digital transformation highlights also include a focus on Artificial Intelligence (AI) – from implementing predictive models in customer service to revolutionising aircraft operation and maintenance, LATAM is witnessing remarkable transformations. Meanwhile, the airline’s robust data platform is enabling it to harness data effectively and develop new AI products.

LATAM is also innovating to enhance sustainability, with its latest initiative being a sophisticated recommendation system that analyses operational data to suggest shorter, more efficient flight routes.

As SVP and Chief Digital Officer at Delta Air Lines, Eric Phillips leads a highly matrixed team focused on accelerating the delivery of a more personalised, seamless and premium experience for customers. This includes self-service on both the Delta website and Fly Delta app, arrival and post-travel needs, and working with the airline’s frontline teams to ensure employees are empowered and equipped to deliver the best customer experience.

The biggest-ever upgrade of the Fly Delta app was recently launched as a cornerstone of its CX initiatives. Fly Delta 6.0 is packed with improvements designed to help customers save time, explore new destinations and manage their travel even when the unexpected happens. The latest update to the app includes a slate of new and updated features, functionality and experiences that reimagine how customers can engage with Delta. This includes an all-new Help Center view, always-available access to boarding information, and connectivity to Delta’s Virtual Assistant. Customers are also able to utilise their Delta SkyMiles credentials from their Fly Delta app to seamlessly connect to Delta Sync Wi-Fi onboard.

Meanwhile, Delta Air Lines customers at Los Angeles International Airport, LaGuardia Airport and JFK International Airport now have a quicker way to move through the airport. Delta Digital ID provides travellers with a seamless, hands-free way to navigate the airport. The technology uses biometric facial matching to eliminate the need for an agent-facilitated document check, allowing customers to move through bag drop and security checkpoints with more convenience and ease.

As the Chief Digital and Information Officer for American Airlines, Ganesh Jayaram leads the team responsible for all technology efforts at the world’s largest airline, including software development, infrastructure, operations and security. The tech team provides the roadmap that defines the role technology plays in customer and team member experiences and drives the next generation of strategic initiatives, including transition to the cloud, advanced analytics, Machine Learning, and the advancement of DevOps tools and principles.

Over the past few years, American has focused on driving an enterprise-wide tech-first mindset to build industry-leading digital products both for its team members and its customers. Not only is this mindset driving innovation, but it is also ensuring experiences are more resilient and efficient. The IT organisation’s approach to building, maintaining and securing American’s technology tools has evolved, improving processes to mitigate disruptions, drive faster recovery during irregular operations and deliver new features to the mobile app and website.

For example, American has developed Smart Gating technology using Machine Learning, so aircraft spend less time waiting on the tarmac and customers have more time to make their connections. The tool was developed by American’s Information Technology and Operations teams to reduce gate conflicts, ease ramp congestion and shorten taxi times, and is one of many ways in which it is using innovative technology to drive a more reliable and efficient operation.

American Airlines is also using technology to enhance accessibility, recently launching an automated tag for mobility devices that was developed entirely in-house. These automated tags feature customer and device-specific data to ensure more accurate and consistent information for team members handling the devices while providing enhanced visibility of the devices throughout the travel journey.

Mel Crocker, Chief Information Officer, Air Canada, leads the team accountable for the safe, secure and reliable operation and evolution of all IT systems, including the functions of cybersecurity, digital, data and Artificial Intelligence (AI) for Canada’s largest airline.

Air Canada is embarking on a major innovation push both below the wing and in the terminal. It is at the start of a journey to build an ecosystem supporting digital transformation efforts and embracing technologies such as Robotics, AI and the Internet of Things (IoT) – the three key focus areas of the FTE Digital, Innovation & Startup Hub in 2024.

A key project is the launch of digital identification, becoming the first airline in Canada with approval to offer passengers the option of using facial recognition technology to confirm identification. Air Canada’s digital identification is available for travellers departing from Vancouver International Airport, and for customers eligible to visit the Maple Leaf Lounges located at Toronto Pearson and Vancouver airports, as well as the Air Canada Café at Toronto Pearson. Digital identification is a single enrolment feature on the Air Canada app. Biometric data is encrypted and stored only on the traveller’s mobile phone.

Air Canada also recently marked the one-year anniversary of its New Distribution Capability (NDC) program, with the announcement of additional features and benefits, as well as plans for further expansion.

WestJet continues to invest in enterprise-wide digital products and solutions for its customers and employees. Christian Novosel, EVP, Chief Digital Officer, leads the team responsible for the digital transformation of the WestJet Group with a focus on enhancing operational efficiency as well as the employee and customer experience. In addition to the airline’s digital roadmap, data science, advanced analytics, and business intelligence agenda, Novosel and his team drive the delivery and evolution of WestJet’s digital products, including its website and apps, and direction of all major projects through the Group Project Management Office.

The airline has been busy over the past two years digitising operations, customer experience, and decision-making processes. A key element of the digital strategy is improving guest experience with technology. WestJet is transforming the travel journey, empowering guests with more self-service capabilities and intuitive interfaces. From streamlined baggage processes to enhanced digital disruption management tools, the airline’s technology investments are designed to simplify internal operations while elevating the overall travel experience, ensuring seamless journeys.

WestJet and TELUS recently formed a partnership designed to revolutionise the onboard experience, including free inflight WiFi, delivered by Starlink. The airline has also partnered with Silicon Valley-based Plug & Play’s Travel and Hospitality program, leveraging Artificial Intelligence (AI) and Machine Learning (ML) across the business. As WestJet focuses on radical digitisation, this partnership is accelerating efficiencies and cost savings, though AI and ML-driven automation efforts, as well as improving guest experience across all touchpoints.

Meanwhile, WestJet is the anchor airline of Calgary’s Aerospace Innovation Hub, which launched this year, providing opportunities for startups to develop world-class aerospace technology and apply their solutions to real-world airline scenarios.

Mexico’s flag carrier, Aeromexico, is committed to digital transformation. The team led by Andrés Castañeda, Chief Digital and Customer Experience Officer & EVP, Aeromexico, believes that it is crucial to provide personalised and omnichannel customer service and has introduced Conversational AI to its ‘Aerobot’ digital agent in partnership with Amelia. The aim is to offer a seamless customer experience across multiple channels, including web, mobile, and social media. Utilising Conversational AI is enabling more tailored interactions with each customer, providing relevant information and recommendations based on their preferences and previous interactions. Additionally, ‘Aerobot’ can handle a large volume of inquiries simultaneously, providing accurate responses, faster response times and reducing wait times for customers.

Aeromexico is simplifying and automating processes, fostering innovation while maintaining seamless operations. As part of this, it has embarked on a migration to the cloud via Amazon Web Services, laying the groundwork for sustained growth and enhanced services. The airline is also enhancing operational efficiency with AI-powered IBM technology to monitor, anticipate, plan and respond to the potential impact of extreme weather events.

The onboard digital experience has been enhanced in partnership with Touch, with pioneering new inflight entertainment offerings and optimisation strategies designed to elevate the passenger experience. The inflight experience will be augmented further with a new Aeromexico app, which can already be downloaded in beta version.

Spirit Airlines has experienced significant growth in the past few years, establishing itself as one of the leading ultra-low-cost carriers in the US. Technology is key to supporting the airline’s continued growth, with the team led by Rocky Wiggins, Senior Vice President & Chief Information Officer, championing trailblazing innovations designed to position Spirit as a leader in guest-facing technologies within the industry.

The airline is committed to leveraging Artificial Intelligence (AI) to enhance the customer experience. Latest developments include Ariel – a Spirit Flight Attendant AI – designed to assist customers with any questions related to Spirit or flight attendant duties.

As part of its “pledge to invest in the guest”, Spirit is also focused on biometrics, developing the nation’s first biometric photo-matching solution for domestic air travel. The airline started from scratch by defining an entirely new set of protocols in conjunction with the Transportation Security Administration (TSA). Biometric check-in assistance was previously available only to international passengers. Spirit has combined this with automated self-bag drop capabilities to reduce interactions and increase efficiency. The system is operating at airports including Atlanta (ATL), Chicago O’Hare (ORD), Dallas Fort Worth (DFW), Los Angeles (LAX), and Orlando (MCO).

Meanwhile, Spirit has worked hard on developing its app to be dynamic, user-friendly and anticipate travellers’ needs. Customers can add and pay for bags, select seat assignments, and add other options such as priority boarding and security, on top of the check-in functionality. Spirit’s long-term vision is to enable customers to handle every aspect of their trip within the app, and future updates include airport maps and points of interest based on location.