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When faced with a major crisis where travelers’ needs are rapidly evolving, such as COVID-19, any industry needs to collaborate to quickly deliver relevant innovations
This is why, during the early stages of the pandemic, Amadeus worked with partners to develop a cross-industry approach to facilitate collaboration and create the conditions for transformative solutions to emerge. We worked to combine the agility of a small organization, with the reach of an industry leader.
In this blog we will explore the key objective of the Amadeus ecosystem, the different pillars on which it has been established and, finally, how we can leverage these new practices in the future and for other initiatives.
Developing a new methodology to put the traveler at the center of our work
A new methodology and approach were required to meet the ever-changing regulations and traveler behaviors we saw emerging during the pandemic.
We called this new paradigm ‘Ecosystem2Traveler’ (E2T) as we sought to move away from the siloed approaches of the past.
Discovering, addressing and fulfilling core human needs is an ecosystem’s ultimate goal, and an E2T approach recognizes the need to consistently put the needs of the traveler front and center.
To rebuild trust and confidence in the market,Amadeus created the Safe Travel Ecosystem. The global program was designed to address new frictions in the travel process, such as the sudden need for health documentation to be validated during a journey.
It was clear that no single organization could make this happen - succeeding in winning back the hearts and minds of travelers, and restoring confidence to remove barriers to travel, could only come about through unprecedented collaboration. Working alongside our partners, we were able to contribute to this process.
Implementing the core practices of an agile, collaborative network
Restoring confidence in travel was a key priority, and it became clear that we needed to create a framework to facilitate collaboration between decision-makers, governments and the wider industry supply chain.
We developed this framework with four key pillars in mind:
1. Collaborative vision
Amadeus adopted a collaborative approach when interacting with other industry stakeholders, seeking to break down silos. This developed through an iterative process, encouraging stakeholders to work together despite their traditionally differing interests.
Some core insights emerged from this approach: maintaining focus and a sense of shared purpose was key; seeing this as a positive-sum game instead of a zero-sum one, where we all stand to benefit from improved cooperation; and accelerating existing projects, or launching pilots, to deliver results fast.
2. Ambidextrous project structure
We introduced an ambidextrous project structure within Amadeus, with a cross-company network, focused on voluntary participation and exploratory work.
We set up virtual teams across corporate functions and business units, each with a sub-project manager supported by top management, that helped scale this initiative group-wide.
3. Speed as a top key performance indicator
The third practice revolved around following an agile methodology.
As the demand for safe travel applications developed very quickly, speed was defined as a top key performance indicator. Sequential business processes were run in parallel, and this principle was further integrated into the initiative.
4. Build a network of trust
Finally, an organization can only take a leading role in an ecosystem if it is perceived as assertive and trustworthy. The dynamics and volatility during the pandemic presented challenges and, at Amadeus, we leveraged both our existing partner network, as well as new partners, to accelerate joint innovation.
The process is by no means complete, but valuable lessons have been learned during the journey.
The journey ahead
In just over a year,Traveler ID for Safe Travel has processed more than thirteen million documents. A total of 17 airlines are live with this technology, and more than 20 will use it in the future. This success can be attributed to effective collaboration and dedication across teams and across our industry.
However, our journey continues. We look forward to realizing our vision of implementing group-wide cooperation and industry-wide collaboration.
As we work towards our vision, we are adapting cross-sector and agile collaboration across further initiatives.
The lessons learned can also be applied to other major transversal issues in the industry such as sustainability, innovation, mobility and the power of data - this is what we will continue to work on as part of our E2T initiative.
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