Big data – it’s what everyone’s talking about, but how effectively are airlines really using it? Of course, data provides vital information on anything from marketing to operations, but it can also be used as a tool to develop digitally.

It’s no secret that Spanish carrier Vueling, a subsidiary of British Airways and Iberia parent company IAG, is a pioneering airline in terms of innovation and digital ideas. This can be seen through the development of Vueling’s mobile app with extensive features to planning the installation of power sockets on over 60 aircraft across the next five years.

But, Fernando Estrada, chief strategy officer at Vueling explained to Routesonline why there’s more to data than just numbers.

“Data is always key to analysing what’s going on in your business and where to take appropriate actions. But the most important thing about data is your ability to take useful information to design and develop new services and products,” he said.

Fernando Estrada will be on a panel session at the Routes Africa Strategy Summit in Tenerife, Canary Islands on June 26, 2016 looking at the economic impact of tourism and the rise of Island tourism.

Find out more about other speakers and content at this year's event here: Routes Africa 2016 Strategy Summit.

Vueling is a great example of an airline that pays a lot of attention to its marketplace and to design and develop products and services that its customers demand.

“The Vueling brand awareness is rapidly increasing in new markets thanks to the new destinations offered and for our ‘new fresh air’ innovative and best value for money offer. An example of our innovative DNA can be seen in the ease of using our app to book flights,” explained Estrada.

“The arrival of the A321 in our fleet has also been an incredible success in several ways. Our customers love this new aircraft and this allows us to serve more customers on the most demanded routes,” he added.

Data does not only drive a better customer experience, but also provides both airports and airlines with vital data for future growth and challenges.

“This industry is always changing and with challenges every year. In general terms, 2015 was a year of general moderate growth that is maintaining in 2016” explained Estrada.

“It is always a challenge to forecast next year, so to predict the next ten is too much. This industry has shown a great degree of change and evolution in the last years, and I hope that all the innovative ideas that we are currently envisioning could be a reality,” he added.

The Routes regional and world events offers airlines, airports and tourism authorities the opportunity to take part in face-to-face meetings in order to shape the worlds future air services. They also provide numerous networking opportunities and Estrada highlighted why Vueling supports these forums.

“Routes events are the best opportunity to have the best feeling and temperature of the airline industry. For Vueling it is vital, because it allows us to meet all our partners and to keep developing our network and customer offer,” he said.