Acknowledgments; Foreword Fariba E Alamdari , Former Vice President Marketing Strategy, Boeing Commercial Airplane, USA. Former Professor of Air Transport Management and Dean of Engineering, Manufacturing and Science, Cranfield University, UK.; Foreword Kimberly J. Becker , President and CEO, San Diego County Regional Airport Authority; Foreword Sir Tim Clark , President, Emirates Airline; ForewordPradeep Fernandes, Vice President of Strategy, Boeing Commercial Airlines; Foreword Michael Frankenberg , Chief Executive Officer, HaCon, and Head Intermodal Solutions at Siemens Mobility; Foreword Bob Lange , Senior Vice President, Business Analysis and Market Forecast, Airbus; Foreword Joe Leader , Chief Executive Officer, APEX (Airline Passenger Experience Association)/IFSA (International Flight Services Association); Foreword Andres de Leon ,Chief Executive Officer, HyperloopTT; Foreword Andrew Lobbenberg , European Aviation Equity Research Analysts, HSBC; Foreword Nicolas Petrovic , Chief Executive Officer, Siemens for France and Belgium; Foreword Sébastien Rigoigne , Co-Founder, Chief Executive & Data Privacy Officer, Predicio; Foreword Timo Schamber ,Managing Director, heyworld GmbH, a Subsidiary of Lufthansa Cargo; Foreword Stefan Schulte , Executive Board Chairman of Fraport AG Frankfurt Airport Services Worldwide; Foreword Thomas Wittmann , Managing Director, Lufthansa Systems, GmbH;Chapter 1 Introduction;Background; Two Scenarios; Chapter Outlines;Chapter 2 Managing Conventional and Non-Conventional Scenarios;Scenario 1: Continuous Improvements; Scenario 2: Elastic Supply;Chapter 3 Rebuilding Networks and Operations from Ground Zero;Strategizing for the Continuous Improvement Scenario; Strategizing for the Elastic Supply Scenario;Chapter 4 Plotting Commercial Strategies in a Dynamic Marketplace;Transitioning from Physical Assets to Digital Assets; Developing Customer Management Capabilities; Changing Perspectives for Revenue Management; Rethinking Distribution Systems and Processes; Redeveloping Brand and Loyalty;Chapter 5 Moving Toward an "Informationalized" Business;Transforming Business Models around Digital Assets; Data and Information Technologies; Managing Operations in Real Time; New Forms of Organizational Alignment;Chapter 6 Unlocking New Sources of Value;Adapting to the Two Scenarios by Removing Constraints; Leveraging Insights from Best Business Practices;Chapter 7 Thought Leadership Pieces:Redefining Air Service Development in a Post-COVID World Brian D''Amico , Air Service Program Manager, San Diego International Airport;What can oil and gas, the military, and researchers teach us about weathering these turbulences? Frédéric Ducros , Former Chief Transformation Officer, AirAsia, Former Head of Change Management at Cathay Pacific;Profit optimized fleets, successfully designed airliners: the power of digitalized bottom-up projects Karl Echtermeyer , Director Fleet Projects, Deutsche Lufthansa AG;Reinventing Airport Business Models in India Kapil Kaul , CEO and Director, CAPAGlobal and Binit Somaia , Director, CAPAGlobal;Start with the customer Antoine de Kerviler , Vice President, EMEA Field CTO Travel Transportation Hospitality, Salesforce;Demand-Based Scheduling Dietmar Kirchner Senior Policy Advisor and Peter Glade , Chief Commercial Officer, SunExpress;Business Digital Twins: Architectures of the Future Peeter Kivestu , Founder & Principal, Oplytix and Andrew Fu and Ryan Williamson, Co-Founders, Transity;Evolving the Next Distribution Model: Its impact on analytics and data requirements John Lancaster , Founder and Chief Scientist, Lancaster Analytics;Industry strategies for the new normal in air travel Eric Leopold , Former Director, Industry Strategy Airline Capability, IATA;The Hammer & Dance process based on Door-to-Door modelling Benedikt Mandel , Managing Director, MKmetric GmbH and Julian Mandel , Economic Psychologist and Model Developer, MKmetric GmbH;Consolidation and nationalisation on the North Atlantic Keith McMullan and James Halstead , Managing Partners, Aviation Strategy Ltd.;Having your head in the clouds while keeping your feet on the ground Simone van Neerven , Founder, reBel.la and Former Head of Innovation, Vueling, and Jirka Stradal , Founder, TalkAir and Captain, KLM;How Brand Experience Drives Revenue and Loyalty Moé Weisensee , Customer Experience and Digital Marketing, Airbus;About the author;Index.