While planning a recent trip to Rome, I couldn’t help but notice the lack of support I received (or rather failed to) from my airline. It struck me – not only was this a missed opportunity from the perspective of strengthening my loyalty with the brand, but also in terms of boosting transactional revenue. Airline ancillary revenue increased by 11% to $36bn in 2012 but looking at my own experience, I wonder if this was only the tip of the iceberg. What would happen if airlines planned ancillary revenue with the customer in mind? Let’s start from the beginning. Since I’d already decided that Rome was my destination, the first part of my customer journey was searching for the best flight options. Like many cities across the world, Rome has two airports and different carriers fly into both. I wanted to check which was the most convenient and get a better understanding of exactly how far each was from the city centre, as well as the features each airport offered. I imagine that many, if not all of us, have made similar searches in the past. So it comes as somewhat of surprise that as customers, we still have to leave an airline’s website in order to find out much of this information. Why would an airline want a potential customer to leave their homepage in order to find information which could very easily be provided on the same page? Luckily for the airline in question, I did return to the booking page. With a better understanding of the distances involved, the best route and the total costs of my flights, I made the relevant bookings. A generic, and frankly rather bland email confirmation landed in my inbox a few seconds later, and that was basically the end of my communication with the airline. The only exception was one reminder the day before my flight telling me the baggage allowance restrictions on the flight. Hardly very inspiring! More here. I don't see how her experience is notable. Most of us book, get a confirmation email, then fly. We don't expect much else because we do it every day/week/month. Is this infrequent flyer expecting too much? I think so.