Air France KLM Martinair Cargo’s (AFKLMP) investments in its digital services continued to pay off last year as the Franco-Dutch airline group reported a new monthly record for online booking penetration.
AFKLMP reported that in November 85% of all bookings were made online using its myCargo digital platform, which was developed in-house and launched eight years ago.
The cargo business said that the “recent surge” in online bookings reflected “growing customer confidence and satisfaction”.
The company has recently invested in dynamic pricing to offer optimal pricing in real time and is in the process of rolling out the Salesforce customer relationship management platform (CRM).
The CRM system is currently being rolled out across 65 offices worldwide.
GertJan Roelands, senior vice president commercial at Air France KLM Martinair Cargo, said: “We have high hopes for 2025, when we will continue to take boldsteps in our commercial transformation by offering unique, next-level service propositions to meet the increasing demands and needs of our customers.”
When Air Cargo News spoke to Roelands in May 2023, he reported that online booking penetration had reached 73%.
AFKLMP has always been at the forefront of digitalisation in air cargo: it was one of the first to offer a quote and book option in 2017 and one of the first to place its capacity on a third-party booking portal back in 2019.
Over the years, the AFKLMP team has worked with airline partners to develop and roll out platform features such as track & trace, station capabilities data, the ability to manage claims, the option to add use of sustainable aviation fuel (SAF) to a booking, and product-specific services for pharma, express, and other specialised cargo.
In 2023, AFKLMP announced the upgrade of its myCargo platform with two new functionalities: Users would now be able to modify bookings as well as book their allocations on the platform.
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