“Skyscanner has become a truly strategic platform for Air France, creating a powerful environment for efficient scale. Alongside strong volume, we are able to capture premium economy and business class audiences, supporting our higher-yield strategy. In a competitive market, being visible at the moment of decision is essential, and our partnership with Skyscanner enables us to capture high-intent demand and convert it into sustainable growth.”
Marouane El Khadir, Media Planning Manager, Air France
Overview
Air France partnered with Skyscanner to scale its marketing investment efficiently, strengthen competitiveness in priority markets and drive sustainable revenue growth. By activating performance placements across 15 key markets, the airline capitalised on Skyscanner’s premium, high-intent environment and set out to secure premium visibility at the precise moment travellers were actively comparing their options.
Scaling always-on media without losing efficiency
For many airlines, increasing ad spend can dilute performance. As targeting broadens, returns often soften. However, Skyscanner worked with Air France to ensure as they scaled impact, revenue rose in parallel through intelligent market prioritisation and intent-led targeting rooted in real search behaviour. Air France maintained a strong cost of sale while always-on placements such as Itinerary Plus across mobile and desktop ensured consistent visibility in key markets including France and North America, protecting efficiency while maximising impact.
Driving higher value with premium targeting
While volume is powerful, value is smarter. Air France saw the opportunity to do both. On Skyscanner, travellers are not just scanning for the lowest fare. It’s a trusted discovery space where users come to compare airline experiences and decide how they want to travel. By aligning premium economy and business class targeting with tailored, cabin-specific messaging, Air France captured higher-spend demand at scale, delivering over 10x ROAS in premium segments and achieving a 2% CTR.
Winning in the competitive home market
In France’s highly competitive aviation market, Skyscanner maximised the January travel peak by securing premium visibility placements that kept Air France front and centre, driving a 204.5% YoY revenue increase. That kind of uplift does not come from spend alone, it comes from presence and showing up consistently with the right target audiences at key travel planning moments.