British Airways Teams Up with Amadeus to Revolutionize Airline Retailing

British Airways partners with Amadeus to enhance its retail capabilities using the advanced Nevio platform, aiming to transform customer experiences with AI-driven personalization and dynamic pricing.

British Airways has announced a significant partnership with Amadeus, selecting its innovative Nevio platform to advance the airline’s strategic goals in Offer and Order management. This collaboration marks a pivotal step in British Airways' ambitious plan to become a world leader in airline retailing, supported by a substantial £7 billion investment aimed at transforming the carrier.

The Nevio platform, a new suite of modular solutions developed by Amadeus, leverages open and AI technologies to enhance airline retail capabilities dynamically. This platform will enable British Airways to offer more tailored products and bundles, supported by Dynamic Offer Pricing that allows for real-time contextual pricing adjustments based on current market dynamics.

Maher Koubaa, Executive Vice President Travel Unit and Managing Director EMEA at Amadeus, emphasized the transformative nature of this partnership: “We are thrilled to continue our over two-decade-long relationship with British Airways. This partnership is set to redefine the aviation retail landscape, focusing on deploying rich, dynamic, and personalized offers along with next-generation order management systems.”

Colm Lacy, British Airways’ Chief Commercial Officer, outlined the strategic importance of this technology partnership. “This collaboration with Amadeus is crucial as we aim to overhaul our digital customer experience. By integrating the latest technology, we will enhance our business agility and better anticipate and meet the needs of modern, digital travelers, providing outstanding experiences throughout their journey.”

The implementation of Amadeus' Nevio will not only enhance the digital booking experience but also streamline customer service processes, including managing disruptions effectively across any device or channel. This endeavor supports the International Air Transport Association’s (IATA) goal to transition to a fully Offer and Order-based retailing environment by 2030.

As British Airways and Amadeus work closely to design these advanced systems, they are setting new industry standards in airline retail and customer engagement. This partnership highlights British Airways' commitment to innovation and customer satisfaction in the digital age.