1. Make travel easy and accessible – break down barriers to travel by optimising routes and pricing, and improving the shopping, booking and check-in experience
2. Future-proof your airline. Invest in the right technology to identify new routes and markets early to take advantage of pan-African passport introduction
3. Ensure travellers choose your airline – invest in technology, service and comfort for travellers, and help them find your lowest prices
4. Inspire travellers – adopt a multi-channel sales strategy across both new and traditional channels, such as through travel agents, websites and mobile
5. Operate like a retailer – invest in data-harnessing technology to help understand each traveller’s individual needs, offering each person the right product in the right context at the right time.