Raven Launches the Customer Growth Index at the IATA AGM

Why It Matters

Digital friction directly erodes airline revenue and loyalty, and the CGI gives carriers a clear metric to improve bookings and EBITDA. As the sector shifts from pure efficiency to experience, measurable insights become essential for competitive advantage.

Key Takeaways

• CGI rates airlines on speed, accessibility, booking flow, AI findability.
• Scores compare carriers with similar models and regional markets.
• Faster, accessible bookings can boost retention by ~30% per McKinsey.
• AI findability determines visibility in emerging assistant-driven searches.
• Raven offers the index free to IATA member airlines.

Pulse Analysis

The aviation industry is at a crossroads where the traditional focus on cost and operational efficiency is giving way to a relentless pursuit of superior customer experience. Travelers now expect seamless, fast, and inclusive digital interactions, and airlines that falter risk losing bookings at the very moment a purchase decision is made. Raven’s Customer Growth Index (CGI) quantifies this shift, turning intangible experience factors into concrete scores that can be tracked, compared, and acted upon, thereby turning experience into a measurable asset.

CGI’s methodology blends automated web‑vitals analysis with expert human testing across four pillars: speed, accessibility, booking flow, and AI findability. By matching each carrier against a bespoke competitive set—aligned by business model and geography—the index delivers a level playing field for low‑cost, legacy, and regional airlines alike. The offering rolls out in three tiers: a basic automated benchmark, an analyst‑review layer that validates friction points, and a deep‑dive distribution review that uncovers revenue leaks in pricing, trust, and channel mix. Raven’s decision to provide the tool complimentary to IATA members underscores the urgency of digital optimization.

For airlines, the implications are tangible. McKinsey research links high satisfaction scores to roughly 30% better customer retention, while integrated experience investments can lift EBITDA by 6‑8% within three years. Moreover, as AI assistants become the primary discovery channel, AI findability emerges as the new front door to bookings. By exposing where digital journeys lose revenue, the CGI equips carriers with actionable insights to streamline conversions, broaden accessibility compliance, and future‑proof their distribution strategies, ultimately turning a better digital experience into a competitive advantage and profit driver.