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Amadeus and British Airways partner to enhance retailing capabilities and customer experience

written by Newsdesk | April 19, 2024

Amadeus and British Airways partner to enhance retailing capabilities and customer experience

Amadeus, a leading technology provider for the travel industry, has been selected by British Airways as its technology partner to deliver the airline’s Offer and Order strategic goals. The partnership will see the two companies collaborate on the design of Amadeus Nevio, a new portfolio of modular solutions built on open and AI technology, to meet the needs of modern airline retailers.

Amadeus Nevio’s Offer suite will enable British Airways to create more dynamic products and bundles, while Dynamic Offer Pricing will facilitate real-time contextual pricing options based on marketplace dynamics. A suite of Digital Experience tools will streamline the booking experience and servicing, including disruption management, on any device or channel. These solutions will work together to produce highly relevant, personalized customer offers and deliver a best-in-class retailing and servicing experience for British Airways’ customers.

Maher Koubaa, Executive Vice President Travel Unit and Managing Director EMEA at Amadeus, described the partnership as “truly transformative,” adding, “We’ve been working closely with British Airways for more than 20 years and we’re delighted that the airline has once again agreed to be a driver customer to shape the future of the aviation industry. The milestone partnership unveiled today is a significant step in our journey to making modern retailing a reality, with the deployment of rich, dynamic, personalized offers and next-generation order management.”

Colm Lacy, British Airways’ Chief Commercial Officer, emphasized the airline’s ambition to become a world leader in airline retailing and transform its digital customer experience. “Alongside our partners at Amadeus, British Airways will be able to collaborate on the design of the latest technology to enhance our business processes with greater agility, and help us anticipate the needs of modern, digital travelers, providing them with exceptional experiences across their journey,” Lacy stated.

The partnership between Amadeus and British Airways aligns with the International Air Transport Association’s (IATA) goal to create a wholly Offer and Order based retailing environment by 2030. The open platform technology being developed by Amadeus will enable British Airways to be innovative in its approach to retailing and revenue opportunities, and is designed to grow with the airline’s business ambitions.

This collaboration marks a significant step forward in the aviation industry’s journey towards modern retailing and the use of dynamic Offers and Orders, showcasing British Airways’ commitment to being at the forefront of retailing transformation.


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