Amadeus and Singapore Airlines (SIA) have unveiled their upgraded partnership this morning with the announcement that the airline has fully integrated the Amadeus Altéa NDC and Amadeus Anytime Merchandising (AAM) in order to boost in-flight retail and further the digital transformation of the carrier.

The new capabilities, which will see SIA be able to communicate with customers “at any time, on any device, through any channel”, has been in use since implementation in June 2018, and SIA has been part of Amadeus’ NDC-X program since coming on board with Altéa NDC in 2017.

Campbell Wilson, SIA’s senior vice president for sales and marketing, said: “We are pleased to partner with Amadeus in deploying Amadeus Anytime Merchandising (AAM). One of the many components powering our personalisation capability, AAM allows the application of business rules and artificial intelligence to customize airfares and optional extras based on persona and context.

Together with the Amadeus NDC-X program, in which Singapore Airlines has been an active partner, AAM is a key pillar in our strategy to make our offers more relevant, and our value more apparent, across all our customer touchpoints.”

“This will truly transform the way offers are created, sold and serviced”

Offer and order

Cyril Tetaz, EVP Airlines APAC Amadeus said: “Amadeus’ NDC-X program 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.

“Through this partnership, we can work together to ensure Singapore Airlines has all the systems in place from a full offer management perspective. This will truly transform the way offers are created, sold and serviced across channels, so that the airline can continue to pioneer in the area of customer-centric retailing and merchandising.”

Amadeus Altéa NDC is a full “offer and order” management tool, based on end-to-end NDC shopping, booking and servicing flows, which airlines can use to distribute offers and special rates to third parties —  with consistency between direct and indirect channels.

Whereas the Amadeus Anytime Merchandising suite allows airlines to strengthen generation by creating personalised travel offers, including content such as hotel, car rentals and insurance on top of air specific products.