Amadeus IT S A : partners with British Airways on a journey towards enhanced retailing capabilities

16 Apr 2024 Press release

Amadeus partners with British Airways on a journey towards enhanced retailing capabilities

Bertrand Cognard

Corporate Communications

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Amadeus' next-generation technology will deliver simplicity, agility and an improved customer experience

The agreement is a milestone for the aviation industry on its path to modern retailing and the use of dynamic Offers and Orders

The agreement enables British Airways to deliver on its ambition to be at the forefront of retailing transformation

British Airways has selected Amadeus as its technology partner and Amadeus Nevio, a new portfolio of modular solutions built on open and AI technology, to deliver the airline's Offer and Order strategic goals.

The partnership will see British Airways and Amadeus collaborate on the design of Nevio's Offer and Order capabilities, designed to meet the needs of modern airline retailers. Nevio's Offer suite will facilitate more dynamic products and bundles, whilst Dynamic Offer Pricing is being rolled out to enable real-time contextual pricing options based on marketplace dynamics. A suite of Digital Experience tools will underpin a user-friendly booking experience and streamline servicing, including disruption, on any device or channel.

Working together these will produce highly relevant, personalised customer offers, and deliver a best-in-class retailing and servicing experience for customers.

Built aroundIATA Offer and Order principles, this totally new, open, modular platform benefits from the latest advances in AI and will help the carrier build demand, differentiate itself in the market and drive value across its entire business at speed.

Maher Koubaa, Executive Vice President Travel Unit and Managing Director EMEA, Amadeus, said: "We see Amadeus' partnership with British Airways as truly transformative. 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, said: "At British Airways we are on a journey to become a world leader in airline retailing and transform our digital customer experience, all underpinned by our £7bn investment to transform our airline. 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."

Amadeus' partnership with British Airways showcases a commitment to supportan ambition on the part of the International Air Transport Association (IATA) to create a wholly Offer and Order based retailing environment by 2030. The open platform technology being developed by Amadeus enables the airline to be innovative in its approach to retailing and revenue opportunities and is designed to grow with the airline's business ambitions.