Amadeus technology to foster revenue growth for Malaysia Airlines

Amadeus, a provider of software and technology solutions for the travel industry, has joined hands with Malaysia Airlines to uplift customer experience through easy merchandising. As part of this technology partnership, both parties will focus on three strategic areas – transforming the airline’s passenger service operations, developing new revenue streams, and revamping the online shopping experience for travelers. According to the commercial airline, travelers today want to customize how they travel by picking individual services both à la carte or in a bundle that offers tangible value. They also want relevant offers delivered to them that take into consideration their preferences. Through a new merchandising engine powered by Amadeus technology, Malaysia Airlines aims to deliver this capability to its travelers across all channels. In addition, they plan to leverage Amadeus’ mobile and internet booking solutions to further improve the online shopping experience for its customers. For the traveler, this means an easier and more personalized shopping experience; and for the airline, new revenue opportunities.
Left: Peter Bellew; Right: Hazem Hussein
Left: Peter Bellew; Right: Hazem Hussein
“We want to make it really easy for our customers to book great value Malaysia Airlines fares worldwide. Amadeus is a super new system which will provide this simply and quickly, enabling our customers to capture great flights with minimum effort,” said Peter Bellew, Chief Executive Officer and Group Managing Director, Malaysia Airlines.
“Amadeus offers a great web booking experience and state of the art mobile applications to suit individual needs so passengers can look forward to a leaner, more agile experience, from booking tickets to pre-purchasing excess baggage, meals and managing loyalty points, all at the click of a button,” he added.

Exchange real-time data with partners

Under the agreement, Malaysia Airlines will also adopt the Amadeus Altéa Passenger Service System (PSS) to manage and improve all core passenger processes including reservation, inventory and departure control. It believes that this will help it form closer integration with partner airlines as availability, fares, customer and booking information can be shared in real-time with them. Through this, the airlines claims to generate improved revenues and a more seamless customer experience for travelers across alliance members.
“We are very proud to welcome Malaysia Airlines into the growing Amadeus Altéa community, and are excited to play a part in its transformation story. We share a common vision – to put the traveler first – and we’re confident that our technology will help Malaysia Airlines stay at the forefront of change, grow its business, and improve competitiveness in one of the most dynamic regions in the world,” said Hazem Hussein, Executive Vice President, Airline Group, Amadeus Asia Pacific, Turkey & Eastern Europe.
Amadeus explains that travel agencies using its services will also benefit from this partnership. When an Amadeus travel agent makes a booking on an Altéa airline, both the travel agent and airline share a single reservation number and the same view of the passenger name record (PNR). Amadeus agents can see airline updates to the PNR immediately and vice versa, reducing the scope of errors. Malaysia Airlines revealed that it will now embark on a PSS migration project that will see the it implement the Amadeus Altéa Suite by 2017.

Abhinav Mohapatra

An author who has a keen interest for the ‘off-beat’ <!--more-->An author who has a keen interest for the ‘off-beat’, he has covered and explored multiple facets of the marketing, advertising

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