SITA, the air transport IT specialist, developed the breakthrough software tool in order to allow airlines to make informed fare changes in response to competitors in real-time. Emirates now has the integrated capability to manage and control the complexity of end-to-end fares management and distribution processes, and has implemented it across its global network of sales offices.

Godfrey Toerien, Emirates, Senior Vice President of Pricing and Reservation Services, said: "SITA's Airfare Insight platform ensures that we can offer the best value in the market to our customers, and at the same time manage our fares efficiently to maximise revenue. The quality and functionality of the product provides us with a unique edge when it comes to fares management."

SITA Airfare Insight, part of the Horizon passenger management and distribution portfolio, filters and displays what the airline decides are important competitor price changes allowing a fast, informed and considered response, through any specific and targeted distribution channels of the airline?s choice. It allows for airline savings through the decommissioning of legacy systems and a comprehensive ticket audit process.

Over 100 million fares are published worldwide at any one time, and a full-service airline will update fares throughout their distribution network of GDSs, travel agencies and websites, several times a day. Airfare Insight has been configured to meet Emirates? needs across its award-winning fleet of over 140 aircraft flying to over 100 destinations, giving it a clear picture of what its competitors are doing in the market at any one time to support its decision making.

Hani El Assaad, SITA Regional Vice President Middle East and North Africa, said: "Airfare Insight is all about business transformation. Emirates is a cutting edge airline when it comes to early adoption of breakthrough technology. Our five-year agreement provides Emirates with the tools to execute pricing decisions much faster and supports automated distribution of the resulting fares."