Automated Ancillary Services Offering System Enabled a Leading Airline Increase its Ancillary Revenue by 10% SITUATION Deregulations or Open Sky policies led to increased number of Airline operations and also greatly enabled the Low Cost Carrier model. This led to extensive competition and fare wars in turn. The volatile financial market further added to the burden on the industry. Increasing the price was not an option since passengers are price sensitive and have alternate options to choose from. Therefore the airline was looking at alternate sources of revenue and began unbundling its service offerings. The unbundled products were offered as Ancillaries to the passengers IMPACT The airline followed a reactive selling approach towards offering ancillaries to its cu

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