AWS re:Invent 2025 - Cracking the SMB Code: AI Sales That Redefine Travel Growth (AIM292)

Cracking the SMB Code: AI Sales That Redefine Travel Growth

Identifying the Opportunity

• United Airlines recognized a significant opportunity in the small and medium-sized business (SMB) segment for corporate travel
• Despite having deep relationships with large enterprises, United had single-digit penetration in the SMB market
• The key challenge was the lack of a profitable capability to serve the SMB segment effectively

Building an Ecosystem Approach

• United realized that simply building a technology platform would not be enough to succeed in the SMB market
• They adopted an "ecosystem" approach with four key components:
  1. A dedicated website/portal for SMB customers to sign up and manage their travel
  2. Digital marketing capabilities to drive SMB customers to the portal
  3. Data and analytics to build targeted customer lists and segmentation
  4. A specialized team to orchestrate and optimize the entire ecosystem

Leveraging Existing Technology and Capabilities

• United leveraged its existing B2C travel booking platform and mobile app to provide a seamless experience for SMB travelers
• SMB customers could link their work email to their United account and automatically see discounted corporate rates
• United's world-class mobile app and booking technology formed the foundation of the SMB offering

Iterative Approach and Continuous Improvement

• United did not wait for all the pieces to be perfect before launching the SMB initiative
• They started with a basic offering and iterated based on customer feedback and data
• Key learnings included:
  • Focusing on the metrics that mattered most to the business, like high-yield incremental revenue
  • Continuously refining the product offerings based on customer preferences
  • Investing in advanced algorithms and AI capabilities to drive personalization and automation

Building the Right Team and Operating Model

• Assembling the right team with the right skills and mindset was critical to the success of the SMB initiative
• United worked with a consulting partner to define the job descriptions, operating model, and cross-functional collaboration required
• Hiring a leader with strong ownership, collaboration, and problem-solving skills was key

Future Enhancements and Roadmap

• United is continuing to enhance the SMB offering with additional features and capabilities, including:
  • Introducing a rewards-based program for SMB customers in addition to the discounts
  • Improving the AI-powered chatbot to provide more intelligent and scalable customer support
  • Developing advanced algorithms to recommend the next best actions for marketing and sales

Business Impact and Results

• The SMB initiative has delivered significant value to United, including:
  • Acquiring a large base of new SMB customers
  • Driving high-yield, incremental revenue growth
  • Providing valuable customer insights and feedback to continuously improve the offering

Key Takeaways

1. Adopt an "ecosystem" approach rather than just a technology solution when targeting new customer segments
2. Start with a minimum viable product and iterate based on customer feedback and data
3. Focus on the metrics that matter most to the business, not just vanity metrics
4. Invest in the right team and operating model to ensure cross-functional collaboration and execution
5. Continuously enhance the offering with advanced technologies like AI and data analytics to drive personalization and automation