British Airways partners with Amadeus to Revolutionize Offer and Order Management with AI-Powered Solutions

Tuesday, April 16, 2024

British Airways has chosen Amadeus as its technology ally and will utilize Amadeus Nevio, a fresh array of adaptable solutions founded on open and AI technologies, to achieve the airline’s strategic goals in Offer and Order management.

This collaboration entails British Airways and Amadeus jointly crafting Nevio’s Offer and Order functionalities, specifically tailored to meet the requirements of contemporary airline retailers. Nevio’s Offer suite aims to facilitate more flexible product offerings and bundles, while the rollout of Dynamic Offer Pricing will empower real-time pricing adjustments based on marketplace dynamics. A suite of Digital Experience tools will support a seamless booking process and enhance servicing, including handling disruptions, across various devices and channels.

This partnership aims to generate highly pertinent, personalized offers for customers and deliver an exceptional retailing and servicing experience.

Aligned with IATA Offer and Order principles, this innovative, open, modular platform incorporates cutting-edge AI advancements. It will assist the carrier in stimulating demand, distinguishing itself in the market, and swiftly generating value across its entire business ecosystem.

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, ith 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 collaboration between Amadeus and British Airways underscores a dedication to bolster the International Air Transport Association’s (IATA) vision of establishing a comprehensive Offer and Order-centric retailing landscape by 2030. Amadeus’ open platform technology, currently in development, empowers the airline to adopt innovative strategies in retailing and revenue generation. Moreover, it is tailored to evolve in tandem with the airline’s expanding business aspirations.

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