The airline’s commercial strategy will increase consumer exposure and merchandizing opportunities using Amadeus technology.
ZURICH / SWITZERLAND – SWISS is the first to launch Lufthansa Group’s branded fares across the direct and indirect channels with immediate effect for flights departing as of today. The airline will use the Amadeus Fare Families solution to maximize exposure of its Light, Classic and Flex fares and increase multichannel merchandizing opportunities.
Amadeus Fare Families will enable the integrated deployment of SWISS’ new fare structure to provide a consistent offer to both intermediaries and travelers. By branding and differentiating its products and services, SWISS will be able to show the full value of each fare family offering greater transparency on product characteristics and terms and conditions.
Through this enhanced shopping experience, Travel Agents will be able to better service and advise their customers, as well as upsell from one fare family to the next based on individual needs and preferences. Travelers will benefit from increased transparency and greater travel customization through the channel of their choice.
“We are pleased to simultaneously introduce our new branded fares in our direct and indirect channels so Amadeus Travel Agents and SWISS customers can enjoy a consistent offer and shopping experience. This represents the next step in our merchandizing strategy as we brand and evolve our products according to traveler needs,” Marcus H. Frank, Vice President and Head of Revenue Management, Pricing and Distribution at SWISS said.
“We are happy to support SWISS’ multi-channel merchandizing strategy through Amadeus Fare Families, which reshapes the way airlines package, present and upsell their products to travel agents and consumers,” said Decius Valmorbida, Vice President of Distribution Marketing at Amadeus. “With deep end-to-end integration across all Amadeus retailing interfaces and points of sale, the solution embodies the leading role that our technology plays in the travel industry and our commitment to innovation.”
SWISS is the first airline to go live with ATPCo Branded Fares and Amadeus is the first technology provider to support this new industry standard, offering airlines the ability to file centrally or directly in the Amadeus system.
Amadeus Fare Families is a completely automated solution that allows airlines to brand, differentiate and proactively upsell their products and services in the indirect channel. It is fully integrated with Travel Agency mid- and back-office systems to facilitate reporting and customer servicing.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
