CASE STUDY

Unlocking Ancillary Revenue for India’s Leading Airline with CallMaster AI

INDUSTRY:

Aviation (Domestic Airlines)

BACKGROUND: WHY ANCILLARY SERVICES WERE BEING LEFT ON THE TABLE

For low-cost and hybrid airline models, ancillary services—like preferred seating, in-flight meals, insurance, and extra baggage—can contribute up to 25% of overall revenue. Yet for India’s second-largest domestic carrier, the numbers told a different story.
Despite carrying over 20 million passengers annually, the airline was failing to monetize its post-booking window effectively. While ticket volumes were growing, per-passenger revenue (PPR) was stagnating, and average revenue per passenger (ARPP) from ancillaries was far below global benchmarks.

MAS CALLNET + CALLMASTER AI: A REVENUE UPLIFT ENGINE IN THE SKY

Mas Callnet built a fully managed Ancillary Services Sales Desk with a team of trained sales agents, integrated into the airline’s reservation ecosystem. Every interaction was orchestrated, tracked, and optimized using CallMaster AI—delivering not just calls, but conversions.