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Amadeus NDC builds SQ website sales

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SINGAPORE, 18 December 2018: Singapore Airlines is adding more bells and whistles to its retailing offers on its website through a deal with Amadeus.

Amadeus is supplying its NDC technology that will enable the airline to increase its merchandising sales direct to travellers offering them bundled fares with added value content.

The so-called New Distribution Capability  allows airlines to do what hotels have been successfully presenting for decades by offering package content to grow direct bookings on their websites.

Singapore Airlines is harnessing the powerful Amadeus Altéa NDC that allows the airline to fill out its website offers with Amadeus Anytime Merchandising (AAM).

For the customer it upgrades the airline’s website sales capability allowing smoother retailing capabilities.

The solution has been underway since last June with SIA playing a crucial role in how Amadeus’ NDC-X programme applies on the airline website through the Altéa booking suite.

Singapore Airlines senior vice president sales and marketing, Campbell Wilson commented: “We are pleased to partner with Amadeus in deploying Amadeus Anytime Merchandising (AAM).

“AAM allows the application of business rules and artificial intelligence to customize fares and optional extras based on persona and context…AAM is a key pillar in our strategy to make our offers more relevant, and our value more apparent, across all our customer touchpoints.”

Amadeus Altéa NDC is a full offer and order management solution, offering the airline partner a shopping and booking channel.

The same features will also be made available to travel agents who use the Amadeus global distribution system to sell tickets with the additional content also bookable.

However, primarily Amadeus Anytime Merchandising was designed to ensure airlines boost revenue by creating personalised travel offers, comprising  of air and non-air content such as hotel, car rentals and insurance to those who visit the airline’s website.

The Amadeus Altéa NDC and AAM solutions are now being fully integrated with the existing Altéa suite, which will see the airline adopting a “truly customer-centric approach and will be able to have full control over its offers across all channels.”

Amadeus EVP for airlines APAC, Cyril Tetaz said: “Amadeus’ NDC-X programme is bringing omnichannel, scalable and efficient solutions to the industry. We are thrilled that Singapore Airlines has now completed its integration of Amadeus Altéa NDC and Amadeus Anytime Merchandising with features operational on its website for consumers to choose and buy.

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