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Lufthansa and Austrian Airlines partner with Amadeus to boost their merchandising offer to travellers

Travel agents in over 60 markets will now be able to book travellers’ preferred seats in Economy Class in advance of travel.

MADRID, SPAIN – Lufthansa and Amadeus announce a new agreement that will see the airline sell advance seat reservation as an ancillary product in the travel agency channel using Amadeus Airline Ancillary Services. The agreement, which also applies to Lufthansa’s subsidiary Austrian Airlines, Austria’s flag carrier, means that travel agents using Amadeus in 63 markets worldwide will be able to book advance seat reservations in Economy Class for travellers flying on domestic and European routes. Additionally, passengers will be able to purchase seats offering extra leg room  both oncontinental and intercontinental routes.

Travel agents using Amadeus will be able to reserve the traveller’s preferred seat in advance for a small additional fee, which will vary depending on whether they select a standard seat or an exit row seat with its additional legroom. Passengers without an advance seat reservation are able to choose their seat free of charge only at check-in.

Lufthansa and Austrian Airlines will alsoadopt Amadeus Airline Ancillary Services, a comprehensive, multi-channel solution that is compliant with industry standards, to distribute ancillaryservices through their website in the first half of 2014. By launching the advance seat reservation product worldwide in the travel agency channel, the two flag carriers will be embracing a multi-channel approach to merchandising with Amadeus. Both airlines use Electronic Miscellaneous Documents, the IATA standard solution for fulfilling bookings for ancillary services.

Travel agents will be able to make the seat reservations easily and efficiently through Amadeus Airline Ancillary Services, as the solution seamlessly integrates the process into agents’ normal workflow. Merchandising ancillaries using Amadeus Airline Ancillary Services is designed to help increase both the number of bookings the airline receives through the travel agency channel, and the revenue generated per passenger.

“We know that comfort is important to travellers, and this new product will offer our customers greater flexibility and choice to personalise their journey so that they can rest assured they’ll be in their favourite seat whenever they fly with us,” said Gunter Friedrich, VP IT Development Commercial, Lufthansa. “Our partnership with Amadeus means that we will be able to provide our customers with a consistent experience and level of choice, however they shop for andbook their flight. We are able to provide them with the services and products that will enhance their journey.”

“Merchandising products and services is a priority for airlines in order to differentiate their offer, meet the personalisation needs of their customers and optimisetheir revenues,” said Decius Valmorbida, VP of Distribution Marketing at Amadeus. “By offering this new product using Amadeus, Lufthansa and Austrian Airlines join 76 other airlines who recognize how Amadeus Airline Ancillary Services can help them shift comparison of airline fares from price to service. This helps carriers compete more effectively.”

To date, 78 airlines have signed-up to the Amadeus Airline Ancillary Services solution, of which 22 are currently distributing their ancillary services through travel agents in  63 markets.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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