Amadeus has signed contracts with Emirates, Finnair and TACA to provide them with its market intelligence data. Amadeus Marketing Information Data Tapes (MIDT) contain information about airline bookings made by travel agencies worldwide connected to the Amadeus distribution system.

Amadeus is uniquely placed in the industry to provide airlines with the most comprehensive data. We estimate that Amadeus data represents 36% of worldwide airline bookings through the travel agency channel, said Ian Wheeler, Vice President, Marketing and Distribution, Amadeus.

Through the analysis of the data contained in MIDT, airlines can obtain important information for their decision making in various areas across the airline's organisation, such as sales and marketing, yield management, route planning or scheduling. Even more in this challenging business context, it is key for airlines to select the appropriate aircrafts to improve capacity, analyse performance by fare class to form their pricing strategy or understand which are the best airline partners for strategic alliances.

Tom Kallstrom, VP EBusiness Development, Finnair commented: “Finnair operates a large route network and it’s important for us to be able to base our marketing and network planning decisions on complete and reliable information. Without the facility to analyse global booking data on a continual basis our capacity to make commercial decisions would be limited.”

Amadeus’ MIDT was designed in close cooperation with the airline industry. We have worked hand in hand with airlines for the last 20 years and are happy to see our customers understand the extended value of Amadeus’ comprehensive product and long-standing partnership, added Ian Wheeler.

Amadeus’ market research has shown that smartly used MIDT data can increase the bottom line of an airline by anywhere from 1% to 3%. Today Amadeus supplies MIDT data to over 50 of the world’s leading carriers under the framework established by the European Union.