British Airways has partnered with Amadeus, allowing it to enhance its retail capabilities and customer experience via open and AI technology.
By leveraging Amadeus Nevio, a new portfolio of modular solutions built on open and AI technology, the airline is planning to enable highly relevant, more personalised customer offers as part of an improved experience for its retailers.
The firms will collaborate on the design of its Offer and Order capabilities to meet the needs of the airline’s retailers. As part of Nevio’s Offer suite, Dynamic Offer Pricing is being rolled out to enable real-time contextual pricing options based on marketplace dynamics while a suite of Digital Experience tools will underpin a user-friendly booking experience and streamline servicing, the airline said. The new, open, modular platform benefits from the latest advances in AI and is built around IATA Offer and Order principles.
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 £7 billion 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 also showcases a commitment to support an ambition on the part of the International Air Transport Association (IATA) to create a wholly Offer and Order based retailing environment by 2030.
