Amadeus partners with British Airways to journey to enhanced retailing capabilities

Amadeus' tech is designed to deliver improved customer experience

British Airways has selected Amadeus as its technology partner, including 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, 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 the products will produce highly relevant, personalised customer offers.

Built around IATA Offer and Order principles, this "totally" new, open, modular platform benefits from advances in AI. 

It is said it will help the carrier to 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 of 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.”

The open platform technology and partnership with British Airways "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".