How Sherpa boosted LOT Polish Airlines' ancillary revenue by 31%
Sherpa’s personalized, contextual travel requirement information brought customers to Manage My Booking ahead of online check-in. This timely engagement led to higher uptake of ancillary services and contributed to an overall 31% increase in ancillary revenue for LOT Polish Airlines.
Increase in average booking value, across all ancillaries
14.6%
Conversion on Manage My Booking, on the new visa ancillary
78.2
CSAT for Sherpa visa services
Challenge
LOT Polish Airlines faced the complexity of keeping both customers and operational teams informed about ever-changing travel documentation requirements, visa regulations, and country-specific entry rules.
Fragmented information sources often led to confusion, uncertainty, and frustration for passengers, while also increasing the operational burden on the airline. As travel protocols evolved across global destinations, LOT needed a seamless and scalable way to help customers meet requirements efficiently, while identifying new opportunities to enhance customer value and generate ancillary revenue.
Solution
Personalized engagement at every step
Three touchpoints across LOT's own journey, each one reaching the customer where they already are.
Pre-departure email
Personalized emails delivered 14 days pre-departure ensured that customers had ample time to prepare for their international adventures. The bold, simple design of the primary call-to-action button encouraged attention and immediate response. Customers clicking on the Check button were guided directly to the LOT Polish manage my booking page for them to check travel requirements and apply for applicable eVisas and ETAs.
Manage my booking
Sherpa instantly displays the required documents based on customer details. With destination and nationality, customers could identify visa requirements and complete applications directly within LOT's platform, no guesswork required. The seamless modal experience keeps customers engaged throughout their journey, and on LOT's platform itself, while honoring LOT's branded environment from start to finish.
Online check-in
A link to a dedicated visa application page sits inside the online check-in process, with visas delivered in under 60 minutes, ensuring stress-free departures.
Results and learnings
31% higher booking value driven by useful just-in-time content
Passengers who completed Sherpa flows generated 31% more ancillary spend than before. Today's customers expect airlines to deliver timely, accurate guidance on everything needed to cross international borders. By leveraging up-to-date, AI-powered personalized content, LOT met those expectations and re-engaged customers with information that mattered. More passengers returned to Manage My Booking to complete their preparations, and while there, discovered and purchased more ancillary services.
14.6% conversion rate driven by personalization
LOT Polish customers responded strongly to tailored, localized and actionable content addressing their specific documentation requirements. We support 30+ languages for customers to complete the application, allowing LOT to deliver a localized and personalized experience. By pre-filling customer information such as nationality and destination, and presenting it in the customer's preferred language, the application became a seamless step rather than a task.
78.2 CSAT for Sherpa visa services
Sherpa's fully embedded solution in Manage My Booking enhanced the passenger journey and customer satisfaction for LOT Polish Airlines. Customers consistently praised the fast, efficient, and reliable experience, reporting clear, easy-to-follow procedures and timely, proactive updates at each step. Many customers received their visas in record time, which strengthened brand trust and drove further engagement and revenue for LOT.
“As our collaboration evolved, Sherpa provided us with even more advanced solutions, which not only improved passenger comfort but also contributed to increased ancillary revenue. This collaboration has become an added value both for our passengers and for the entire airline, enhancing operational efficiency and the quality of customer service.”
Sandra Poddębniak, Product Manager, LOT Polish Airlines
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