Rich merchandising portfolio from Amadeus witnesses 63% of global air bookings

Published on : Friday, July 15, 2016

Amadeus LogoFollowing an outstanding 2015 that saw a 95% year-over-year increase in airline ancillary services sold through Amadeus-connected travel agents, a record number of airlines have either signed-up to or gone live with merchandising solutions during the first half of 2016.



Throughout this period, 17 new airlines signed-up to Amadeus’ merchandising solutions for the distribution channel and 25 went live. Amadeus Airline Ancillary Services saw 8 new airline signatures and 18 new implementations bringing the total amount of airline signatures for the solution to 110 and implementations to 86. Amadeus Airline Fare Families also saw 9 new airline signatures and 6 new implementations bringing the running total to 39 airline signatures and 28 implementations.


But these numbers mean nothing in themselves without travel agency adoption. It’s only then that airlines and travel agencies benefit from additional revenues, and travellers from more tailored service.


During the first six months of 2016 there was an 80% increase in airline ancillary services sold through the Amadeus distribution channel, primarily through the more than 30 global OTAs that are integrating Amadeus merchandising solutions. These benefit from a seamless multi-airline merchandising flow and additional flight features that enhance the ultimate shop and compare experience for consumers, while increasing their revenues.


TMCs enter the merchandising arena

But a new frontier is opening up. Earlier this year, Egencia spearheaded into merchandising by implementing Amadeus Airline Ancillary Services. This marks the opening of a whole new space in the corporate travel arena as TMCs progressively incorporate merchandising in their offering to business travellers.


Airline offers in full colour as Amadeus Rich Merchandising goes live

The first half of 2016 also brought yet another exciting development, the launch of Amadeus Rich Merchandising. Building on existing rich content capabilities and with Etihad Airways as launch partner, Amadeus Rich Merchandising brings even more branding, differentiation, promotion and traveller engagement opportunities for airlines through the Amadeus distribution channel.


“Our Rich Merchandising portfolio adds a new string to the bow and will undoubtedly accelerate the already strong momentum airline merchandising is experiencing across all regions through our distribution channel. Travellers don’t just want the best price anymore, they want the best value. By displaying rich media across the travel agent’s booking flow, airlines can now bring consumers and travel agents up closer to the unique characteristics that define their brands and differentiate their travel offers, while ensuring they have all the information at hand in order to make the right purchasing decisions” says Pedro Espin, Associate Director for Merchandising and Personalisation at Amadeus.

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