Group Coaching for Commercial Teams at a Global Airline (Southeast Asia & Oceania)

Context & Objectives:

In today’s fast-evolving airline industry, commercial teams play a pivotal role in shaping profitability, customer relationships, and long-term growth. For a leading global airline operating across 12 countries in Southeast Asia and Oceania, the challenge was to strengthen the commercial team’s ability to negotiate, collaborate, and lead effectively in a highly competitive and diverse regional market.

The airline recognized that its managers and team leaders required more than just technical skills to succeed. They needed sharper negotiation tools to handle high-stakes agreements, stronger collaboration practices to work effectively across geographies, and enhanced leadership confidence to manage multicultural teams under constant pressure.

The objective of the program was therefore threefold:

• Equip managers with advanced negotiation strategies and tools.
   
• Strengthen team communication and cohesion across dispersed teams.
   
• Develop leadership confidence and readiness through group coaching interventions.

By addressing these objectives, the airline aimed to elevate the commercial impact of its teams while building a sustainable leadership pipeline for the future. Working with an ICF Coach, the program also ensured alignment with international coaching standards and best practices.

Approach:

The program was designed by combining live training workshops with group coaching sessions to ensure both knowledge transfer and practical application. This dual approach allowed participants not only to learn new frameworks but also to practice, reflect, and receive feedback in real time. The integration of online coaching formats also ensured accessibility for managers spread across multiple countries.

• Equipping managers with stronger negotiation tools: Through interactive modules, managers were introduced to structured negotiation frameworks, persuasion techniques, and scenario-based role plays. This helped them strengthen their ability to manage complex commercial discussions with partners, suppliers, and regulatory stakeholders.
   
• Strengthening team communication and cohesion: Group coaching sessions brought together participants from different countries, encouraging them to share experiences, align on best practices, and build cross-border collaboration. Coaches facilitated open dialogue, ensuring that teams broke down silos and developed a culture of mutual accountability and trust.
   
• Developing leadership confidence through coaching: Tailored coaching focused on building self-awareness, decision-making confidence, and the ability to lead multicultural teams with clarity and influence. By practicing coaching conversations, managers learned how to guide and empower their teams more effectively. This was a key step in coaching for leadership development, helping managers evolve into future-ready leaders.

This integrated approach ensured that commercial leaders could immediately apply their learnings to live business challenges while continuing to grow in their leadership journeys.

Results:

The initiative delivered significant outcomes across multiple dimensions:

• Improved commercial impact: Teams demonstrated stronger negotiation performance, leading to more favorable agreements and improved revenue outcomes.
   
• Enhanced team dynamics: Communication barriers were reduced, resulting in smoother collaboration across the 12-country network.
   
• Leadership readiness: Participants reported increased confidence in leading teams, handling conflict, and making critical business decisions.

The success of the program was validated through participant feedback, with an exceptional NPS score of 9.8/10. This reflected not only the program’s immediate value but also its lasting impact on both team performance and leadership growth.

Contact:

For more information on how group coaching and leadership development programs can create measurable business impact, please contact us at info@coachbase.io