Air Canada 2007 Annual Report Download - page 5

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5
convenience. We will introduce more Flight Pass
and subscription products, whose sales increased
87 per cent in 2007 over 2006. Evidencing the
virtues of our simplifi ed revenue model is the
fact 73 per cent of domestic Canada sales last
year were made directly with Air Canada either
online or through our call centres. As well, the
model is extracting a revenue premium, with
45 per cent of domestic customers choosing in
2007 to purchase a higher priced ticket than the
lowest cost Tango fare.
Testing and refi nement of Polaris through 2008
and until full implementation will ensure Air
Canada has a new reservation system to meet
the challenges and seize the opportunities of the
21st Century information age. Already, we have
deployed the fi rst phase of Polaris, ACpedia. It
is a search engine that facilitates faster, more
consistent customer service and it has also
enabled us to cull unnecessary processes and
outdated rules accrued over Air Canada’s seven
decades in business.
Finally, Air Canada’s stabilization is making it
possible to equip our people with new tools.
This includes not only new aircraft, but also
technology to facilitate important tasks such
as scheduling and maintenance. The payout
to employees of $29.2 million in Sharing Our
Success incentives in 2007 reinforced the link
between performance and reward, aligning the
interests of the company’s various stakeholders.
Management is committed to continue nurturing
an atmosphere of understanding, respect and
trust. With bargaining unit contracts expiring
in mid-2009, an improved atmosphere will
contribute to productive contract negotiations
and mutually-benefi cial collective agreements.
For a corporation to excel it is essential that
everyone be mindful of why the company exists
and what it wishes to be known for. To this end,
we took time in early 2008 to capture and refi ne
Air Canada’s Mission, Vision and Values. These are
to be instilled in every employee so that all our
efforts are directed to common, positive goals.