Welcome to the Future Picks Podcast. I'm your host, D. Martinho, and today we have an insightful conversation with Simon Genta, Consulting Practice Manager at Branchspace. With over a decade of experience in management consulting, Simon has a strong track record of delivering impactful results across industries. At Branchspace, he focuses on building successful customer relationships, implementing business development strategies, and optimizing operational efficiency—all with the goal of helping airlines unlock their digital potential.
Simon's Journey into Digital Transformation
Simon, you've had an impressive career in consulting and now bring your expertise to Branchspace. Can you tell us about your journey and how you became passionate about digital transformation in the airline industry?
Thank you for having me! My journey is straightforward—I started in management consulting right after finishing school. Initially, I worked in financial services in Europe and later in Asia, specifically in Hong Kong. Returning to France, I expanded my scope beyond financial services to include transportation and helicopter manufacturing.
I discovered the airline industry through Branchspace and quickly realized its vast potential for digital transformation. Although I initially had no airline experience, I soon found it to be an exciting field with significant digital transformation challenges. The industry is evolving rapidly, and for consultants like me, it's a fantastic space to apply digital strategies.
What Makes Branchspace Unique
Branchspace is now a well-known name in the industry and an IATA strategic partner for digital innovation. What attracted you to work with us, and what sets our approach apart?
What drew me to Branchspace was our end-to-end consulting approach. We support our clients from the early stages of IT strategy development all the way through to solution deployment. Unlike traditional strategy consultants who step away after the planning phase, we stay engaged, ensuring that implementations align with the initial vision.
Additionally, Branchspace is home to an incredible team of high-level experts. It's a dynamic and challenging environment that continuously helps me grow as a consultant.
Building Strong Airline Partnerships
What’s your approach to building successful partnerships with airlines?
There’s no magic formula, but a few key factors stand out. Delivery quality is crucial because, in consulting, we sell ideas and expertise. Consistently delivering high-quality work builds trust with clients and encourages long-term collaboration. Human relationships also play a big role, as trust is essential for successful partnerships. Finally, maintaining a long-term commitment ensures that we grow together with our clients, rather than treating projects as short-term engagements.
Understanding Digital Transformation in Airline Retailing
Digital transformation is a broad term. How do you define it in the context of airline retailing?
Digital transformation means using technology to improve processes. In airlines, it manifests in various ways—booking tickets via mobile devices, adding luggage in seconds, and leveraging automation for operational efficiency.
More importantly, digital transformation helps airlines better understand their customers. By collecting and analysing data, airlines can offer more tailored experiences, ultimately enhancing customer satisfaction and loyalty.
Common Challenges in Airline Digital Transformation
What are some of the most common challenges airlines face in digital transformation?
Keeping up with rapid technological changes is a major challenge. The digital landscape evolves constantly—AI, for example, has significantly impacted industries in just a few years, requiring airlines to stay agile. Navigating a complex vendor landscape can also be difficult, as numerous technology providers offer similar solutions, making it challenging for airlines to choose the right one. Finally, change management is a crucial factor. Implementing new technology impacts both processes and people, so ensuring employees are on board is just as important as selecting the right tools.
How Consulting Helps Airlines Overcome Challenges
How does the consulting team at Branchspace help airlines navigate these challenges?
Our approach is built on a comprehensive methodology that covers technology, processes, and change management, ensuring seamless transitions. Our deep industry expertise allows us to work exclusively with airlines, speaking their language and understanding their unique challenges. As an IATA partner, we also contribute to industry-wide digital innovation, helping define best practices for airline retailing.
A Success Story: British Airways
Can you share an example of a significant digital transformation project?
British Airways is a great example. They recently began their journey towards an advanced order management system, and we’ve been with them from the start—helping design their strategy, select technology providers, and implement solutions. This showcases our full-spectrum approach to consulting, from high-level strategy to hands-on deployment.
The Growth of the Consulting Team
The consulting team at Branchspace has grown significantly. What’s the key to making it work?
Sustainable growth is essential, balancing expansion with maintaining high-quality delivery and hiring top talent. Strong internal processes also play a critical role, ensuring efficiency in recruitment, business development, and project execution. Lastly, a long-term vision guides our approach, helping us scale while staying true to our core values.
Advice for Aspiring Airline Consultants
What advice would you give to someone starting in airline consulting?
Embracing a demanding environment is key, as consulting is fast-paced and requires adaptability. Developing deep expertise in airline digital transformation is a major advantage. Staying curious and continuously learning is also crucial, given how quickly the industry evolves.
