Innovation \ ˌi-nə-ˈvā-shən \ noun : the introduction of something new (e.g. an idea, method, or device).
Over the last 30 years, the airline industry has adapted through consolidation and the popularity of low-cost carriers (LCCs). Simultaneously, the growth of technology in day-to-day society has led to countless new innovations disrupting the status quo around the world. However, despite the changes to the Airline industry and according to an Accenture report from 2016, "Most airlines believe the airline industry lags other industries when it comes to digital innovation".