Análisis de canibalización y oportunidad de ingresos en rutas compartidas e interlínea entre Avianca y aerolíneas asociadas

Abstract

During my professional internship at Avianca S.A., serving as an Intern in the Commercial Alliances area, various activities were carried out focused on the analysis and monitoring of interline and codeshare agreements established with partner airlines. Among the main responsibilities were the daily updating of sales reports, supporting benchmarking tasks for area analysts, leading weekly meetings with the Revenue Accounting team, and preparing performance reports on commercial agreements with different international partners. During this experience, the absence of a tool that would allow for a consolidated and updatable visualization of cannibalization levels and sales opportunities between Avianca and its partner airlines was identified. This need arose in response to the department’s general concern regarding the failure to meet certain sales targets and the lack of clear indicators to assess the impact of commercial alliances on revenue generation. To address this issue, a dynamic Excel-based tool connected to a database was designed and developed. The tool calculates Avianca’s market share relative to its partners (OAL), enabling the identification of routes with high levels of cannibalization and opportunities to improve passenger acquisition.