Colombian airline Avianca has become the launch partner for Amadeus Anytime Merchandising to “improve the customer experience through personalised offers and services”.
It is also a way of developing a new revenue opportunity for the carrier.
Amadeus Anytime Merchandising is designed to help airlines engage their customers at key moments during their journey, such as the searching and booking phase, when at the airport, during the flight and at the hotel.
The airline has expanded its strategic partnership with Amadeus to “improve the traveller experience and drive merchandising revenue”.
Long-term extension of the full Amadeus Altéa Suite and renewed distribution commitments means Avianca customers will be able to access the airline’s full range of fares and ancillary services.
Estuardo Ortiz, executive vice president and chief revenue officer at Avianca, said: “Extending and deepening our relationship with Amadeus ensures we have a partner that can deliver on our desire to achieve the highest quality traveller experience.
“Merchandising is a huge part of this equation.
“We need to take our digital capabilities to new levels, across all channels and in all markets, and in so doing engage with our customers during every stage of their journey based on context, relevance and their unique profile.”
Julia Sattel, global head of airline IT at Amadeus, said: “Amadeus and Avianca share a joint vision for how technology can improve the experience of travel, and this long-term partnership reflects that vision.
“We are committed to supporting Avianca as it looks to build a stronger customer experience.
“Today marks a significant milestone for Amadeus as we see the first airline pilot our Anytime Merchandising solution, which we firmly believe addresses a significant need in the industry today.”