We are dedicated to enhancing the experience of our customers across all facets of our service and elevating customer satisfaction. In 2023, a key focus of providing our travellers with greater convenience and comfort during their travel took the forefront. We introduced new ancillary services and implemented initiatives to improve customer communication, ensuring transparency and proactive management of customer expectations.

A robust customer experience strategy has been established with the aim of refining our services and elevating the quality of our offerings. Our ambition is to deliver easy and caring travel experiences with an Icelandic touch. By enhancing the booking flow and digital touchpoints, we aim to deliver a seamless customer experience, improving accessibility to our products and services. Through close collaboration with our partners, we have also made strides in enhancing the airport experience, with a particular focus on improving transfer processes at Keflavik Airport. Through these endeavors, we remain steadfast in our pursuit of excellence and in delivering memorable and seamless journeys for our valued passengers.

Proactive approach was at the forefront of Icelandair’s customer service development in 2023, with the aim of enhancing timely communication and streamlining processes. By anticipating and addressing customer needs, a remarkable 34% reduction in incoming phone calls was achieved, compared to the previous year, translating to an average of 226 fewer calls daily in 2023.

Continuous investments were made in employee training, with the focus of advocating a "work smarter, not harder" ethos. We have empowered frontline agents with simplified information and guidelines, enabling them to provide both efficient and exceptional service to our passengers. Additionally, our digital platforms have seen notable enhancements, with improvements in website functionality, chatbot efficiency, and customer chat experiences. These advancements underscore our dedication to providing exceptional service in an increasingly digital landscape and position Icelandair for continued growth and success in the coming years.

We achieved remarkable success with Icelandair’s loyalty program and digital offerings in 2023, reflecting our commitment to enhancing customer experience and engagement. Icelandair cobranded payment cards have surged in popularity, with 42% of Icelandic payment cards now bearing the Icelandair logo. Our valued Saga Club members both earned and enjoyed more in a record-breaking year for point accrual. We also saw an impressive surge in point redemption, with a notable 14% increase for Icelandair flights and products. Icelandair’s Saga loyalty program has also seen substantial growth, with a 30% increase in active loyalty members in 2023.

Continuing our dedication to digital product development, the Icelandair app underwent significant enhancements in 2023 with the launch of version 4.0, featuring a new design, improved data accuracy and quality, and a simplified, modern user interface that greatly enhances user experience. Loyalty members have particularly benefited from these updates, which include dedicated space for special offers and ancillary service promotions. These improvements have translated into a healthy growth in the app engagement, with a 35% increase in total users and a 30% surge in usage for travel-specific functions. This marks a pivotal step in Icelandair's journey toward digital innovation and customer-centric service delivery.

In 2023, Icelandair further advanced with the vacation packages under the product brands of Icelandair Holidays in our foreign markets and Icelandair VITA in our home market. Package sales grew significantly in our foreign markets by an impressive 31% increase in roundtrips sold. Progressive steps were made in the development of our package booking engine and Icelandair has now successfully integrated the routes, package selection, customer relations and the people that joined Icelandair from the travel agency VITA which compliments Icelandair packages selection and know-how. Most importantly customers appreciate the selection and simplicity of buying hotels and tours with Icelandair as well as flights. Looking ahead we are already making progressive steps in the areas of increased efficiency, implementing innovative solutions, offering curated selection, and continued focus on quality and customer satisfaction. We remain committed to further advance in growing the sale and customer satisfaction of our vacation packages and products.