Adaptability and constant innovation is key to the survival of any company operating in a competitive market (Shiv Nadar).
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Though in the developing and a big company, innovation is a very important matter, the tendency is crucial for the sustainability of the company. Only innovative companies are able to survive and continue to thrive through a variety of business and technology. Heard the word “Innovation”, it is usually people thoughts efforts to found something new, things different from before, things that have more value, how to make a breakthrough, and a different effort that has never been done before. In another perspective, innovation can also be associated as an inconvenience associated with the change.
Currently, the acceleration of accessibility programmed by the Government of Indonesia through; 1)The Ministry of Tourism, 2)The Ministry of Public Works and Public Housing, and 3)The Ministry of Transportation, to encourage an increase in the tourism sector. This accessibility acceleration is evident by the continuous development of infrastructure, such as airports and highways. The bureaucratic process is made easier and new destinations for the Airline Industry continue to be opened.
The government program is very important for the Airline Industry. Accelerated accessibility is an opportunity for Airlines because the market will grow rapidly. In addition, there is a shift in consumption patterns from non-leisure to leisure, from consumption of goods become of experience. This is because consumer-class needs shifted, from goods-based consumption, into experience-based consumption.
The Advancement of Information Technology and Disruption also encourages a significant development of the Leisure Economy. Disruption phenomenon with the development of Digitalization System, making changes in the Global Business or competition becomes not linear. The change is very fast, fundamentally by changing the old pattern to create a new pattern model. It is also initiated the development of new business models with more innovative and disruptive strategies. The scope of change is wide ranging from Global Business, Banking, Transportation, Social Community, to Education. This era will require us to change or become extinct from the world.
This is all a potential market, especially for Airline Industry. Where is the size of this shifting economy consciously or not, to influence the growth of tourism in Indonesia. Shifting change into a leisure economy is already a global phenomenon. Based on the publication of BPS Statistics Indonesia, cumulatively (January-September 2017), the number of tourist arrivals in Indonesia reached 10.46 million visits. This number was up 25.05% compared to the number of visits by foreign tourists in the same period of the previous year which amounted to 8.36 million visits. The increase in the number of visits not only occur in terms of foreign tourists. Domestic tourists also have great potential along with the changing of consumption pattern towards leisure.
With the Shifting Economy being Leisure Economy, Garuda Indonesia as Full Service Airline, Flag Carrier of Indonesia, and as the holder of Skytrax 5-Star surely has lots of challenges. We must be able to adapt quickly so this potential market can be utilized as well as possible to increase Sales and Revenue. Regarding experience-based, by introducing the Concept of Garuda Indonesia Experience, that creating a special brand identity for the company and at the same time promoting Indonesia Hospitality in the Worldwide. The concept of Experience is based on 5-senses (Sight, Sound, Scent, Taste, and Touch) which includes 24 Customer Touch Points, from Pre-Journey, Pre-Flight, In-Flight, Post-Flight and Post-Journey Services. To support the Garuda Experience, the Company has formulated a corporate values named Sincerity which was inaugurated on January 20th, 2017. Corporate values Sincerity consists of Synergy, Integrity, Customer Focus, Agility, and Safety.
As part of Garuda Indonesia's corporate endeavors, to achieve high performing organizations as well as sustainability of the business, with Long-term Business Strategy Sky-Beyond 3.5, Vision of Value-Driven Aviation Group and with 4-main focus; Shareholder, Customer, Process and Employee. Garuda Indonesia must prepare for the Future Leaders which is Skilled, Professional and having Global Business Insight and How We Managed and Adapt in the Era of Leisure Economy, especially Changes in Consumption, Disruption Technology and Potential especially in the Airline Industry.
I have a dream and breakthrough that every single products and service that deliver to passengers is always in support with the readiness of Information Technology. When implementation, we can monitor progress, process and evaluate them in details. I convince for an IT Transformation and Innovation, driven for Sales, Marketing, Operation and Service Delivery in Garuda Indonesia. Because, Airline Industry today and in the future will be competitive, not just by competitors of Full Service Airline but also Low Cost Carrier(LCC), whether it is come from Domestic and International.
In the Future, i have optimistic that Garuda Indonesia as Leading the Innovation and Transformation Strategy in Information Technology, Marketing and Services to make the Garuda Indonesia Group Company as a Multi Sector Air Transportation Services. Not only in Regular Flights, but also on every Leisure Economy Journey, Enhancement for Charter Flight, Freight/Cargo, Air Taxi (Heli, ATR, CRK, etc) with a focus on Domestic and a market potential in the International Flights. With Corporate Values of Sincerity, bringing Garuda Indonesia Next Generation(#GANext) Sustainability of the Business, Healthy as a Profit Company, Leading Airline Industry and Indonesian Pride.
Jakarta, April 4 2018 (Wawan Ridwan)
Source:
https://www.bps.go.id/
https://faisalbasri.com
Leisure Economy Journey, Linda Nazareth(2007):How Changing Demographics, Economics, and Generational Attitudes Will Reshape Our Lives and Our Industries.
Game Changing: Transformation of BCA 1990-2007
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