Modern travellers are ‘looking for a consistent, transparent experience’ across all channels and devices

A common denominator for all successful businesses is a customer focus and we often hear them talk about putting them at the heart of everything they do. For travel technology specialist Amadeus that means delivering variety and transparency to travellers no matter where they book.


Summary:

  • A common denominator for all successful businesses is a customer focus and we often hear them talk about putting them at the heart of everything they do;
  • For travel technology specialist Amadeus that means delivering variety and transparency to travellers no matter where they book.
  • Amadeus says with travellers using a variety of channels and devices, they are “looking for a consistent, transparent experience across all of them”;
  • Concerns among travel sellers and the wider industry regarding content fragmentation, means it’s “absolutely critical” that NDC works for all, says Amadeus.

Amadeus IT Group associate director, global brand engagement Anna Kofoed says that with travellers using a variety of channels and devices, they are “looking for a consistent, transparent experience across all of them” and therefore “it is not in the interest of travellers, travel sellers or airlines, to limit offers to one particular channel or discriminate one channel versus another”.

Amadeus hopes to achieve this by evolving its ‘Amadeus Travel Platform’ to aggregate all relevant content – including air, hotel, car, and insurance – from any source. These sources include traditional GDS using Electronic Data Interchange For Administration, Commerce and Transport (Edifact), the IATA New Distribution Capability (NDC), and APIs to be distributed via any channel or device, allowing comparisons and bookings to happen in a uniform and transparent way.

“NDC is a top priority for Amadeus,” acknowledges Ms Kofoed, and the company is “moving fast to integrate NDC content into the Amadeus Travel Platform. It has already created NDC-X, a dedicated programme to drive the industrialisation of NDC  and ensure global adoption by all players.

“We are working closely with a wide range of travel sellers and airlines to build NDC-enabled solutions that can be deployed on an industrial scale. Through these solutions, airlines can sell their offers to travel sellers around the world, and travel sellers can shop, order and pay for flights and related services, in addition to servicing bookings, using the NDC standard,” explains Ms Kofoed.

Later this year, the company expects to have the first version of the Amadeus Web Services solution that will aggregate content sourced both through NDC and other connections in production for piloting. It will then be industrialised and enhanced with servicing capabilities, with the aim to have it ready for global deployment in the first quarter of 2019.

There are increasing concerns among travel sellers and the wider industry regarding content fragmentation, but Ms Kofoed argues that is why it’s absolutely critical that NDC works for all. This means ensuring that the needs of travel sellers are taken into account and content sourced through NDC is fully integrated into the existing business processes of travel agencies.

“We’re confident that by working together, we can make NDC work for everyone and help all players overcome the challenges of content fragmentation. Because at the end of the day, travellers deserve variety and transparency no matter where they book so their journeys can be more rewarding,” she explains.

At the recent CAPA – Centre for Aviation Low Cost Long Haul Global Summit in Seville, David Doctor, VP strategy & marketing, airlines at Amadeus, explained multiple distribution channels can be advantageous for airlines, stating: “Going omni channel really helps you drive demand”. He added: “Generating demand is really key in being successful”.

LEARN MORE insights into how the travel technology specialist is already active within the Low Cost Long Haul space and working to help airlines on their digitalisation journey to stay relevant in both today’s and tomorrow’s emerging marketplace, in our exclusive CAPA TV interview with David Doctor, filmed on the sidelines of the CAPA Low Cost Long Haul Global Summit in Seville in early Oct-2018.