Amadeus has presented the Amadeus Airline Retailing Platform. The new platform will transform the company’s global distribution system from a purely distribution channel to a retailing platform through which airlines can also access and leverage functionality to clearly differentiate their brand as in their direct distribution channels as the company stated.
“The Airline Retailing Platform is a major milestone in the evolution of indirect distribution as it will allow airlines to act like true retailers in one of their most vital channels”, says Frederic Spagnou, Vice President, Airline Business Group, Amadeus.
“Developed in collaboration with major carriers across the globe, the Amadeus Airline Retailing Platform is designed to offer the best of the GDS world and the best of the online channel. That is, all the traditional strengths of GDS – global reach and higher value sales - combined with all the efficiency, target marketing and brand differentiation opportunities offered by the airlines’ online sales channels.”
The new platform, which will be rolled out in phases over the next two years, brings significant enhancements in three key areas:
“It is increasingly vital that we differentiate ourselves in the marketplace and compete on value rather than on price alone,” Jose Arribas, Vice President, Commercial and Logistics, Iberia points out. “By including the type of intuitive functionality we use online, we significantly enhance our ability to strengthen our brand not only directly with customers but also through the travel agency channel which is still a key part of our sales structure. Further, combining the best elements of direct and indirect distribution for the first time provides us with the ability to sell our value in the indirect channel.”
Peter Kelly, General Manager Distribution, Qantas, adds: “We are designing, packaging and branding our offer in new ways through our direct online channel, providing passengers with more choice and transparency. We expect our technology providers to give us the means to leverage these initiatives across all our sales channels and so capitalise on our marketing efforts and investments. In addition, our customers see our product packaged in the same way as it is online.”
The Airline Retailing Platform will also deliver significant benefits for travel agencies worldwide.
According to Bill Brindle, Director, Business Technology and Distribution, Hogg Robinson, said: “The core priority for us is to ensure that our travel consultants have the know-how, the tools and range of travel products to help deliver a good service to clients. The new functionality, integrated with Hogg Robinson Group’s new point-of-sale business architecture, offers them the added ability to easily compare products and highlight additional services and alternatives to the traveller, using standardised processes.”