A recipe for a transformational year
It’s hard to chart a path forward if you haven’t taken the time to look at how far you’ve come. I’ve been working in the global travel industry for more than 20 years, one routine I always look forward to is closing the year with a moment of reflection, to celebrate the existing relationships that were strengthened, the new relationships that were built, and the things we accomplished together.
In 2025, I witnessed even more our shared ambition to modernize and transform travel in ways that make every journey more intuitive, more connected, and ultimately more human. So, let’s dive in and look back at some of the milestones that defined this transformative year in travel.
Accelerating the transition to Offers & Orders
The airline retailing transformation is all about reimagining how passengers experience travel—from booking to arrival—creating journeys that are personalized, seamless, and powered by smart data. A shift that will ensure each trip feels unique, making travel more connected, convenient, and enjoyable than ever before.
Building on the momentum, few developments this year were as transformational as the tangible progress toward One Order, with industry pioneers leading the way.
Amadeus is dedicated to supporting British Airways in their transformation. This year, we successfully completed the cutover of Amadeus Network Revenue Management for BA and have continued our collaboration on Nevio.
Air France–KLM chose Amadeus to support its modern airline retailing transformation with Amadeus Nevio, our cloud-native solution for “Offer and Order” capabilities that will allow Air-France-KLM to create one single unified travel record for all travelers to simplify and enhance personalized travel and servicing.
In this context, Native Orders are a foundational retailing capability that allow airlines to manage customer orders directly in one single record – aligned with IATA One Order directives – and a cornerstone for the traveler centric retailing transformation in the airline industry.
This year Finnair achieved two industry firsts: becoming the first airline globally to create a Native Order powered by Amadeus Nevio, and shortly after, delivering the first ancillary combos using modern retailing capabilities.
This momentum continued with Saudia, which also moved to Orders with Amadeus Nevio to accelerate a more guest-centric travel experience including more flexible offers, tailor-made pricing, and fully digital servicing.
These milestones bring us one step closer to a future where travelers will be able to buy and manage services covering an entire trip from an airline website using a ‘single order’ which will make planning, booking, managing and experiencing travel far simpler.
NDC powering transformation in travel retailing
Across the industry, airlines and travel sellers are accelerating their move to modern retailing. NDC is a key element of this transformation, enabling airlines and travel sellers to deliver enhanced content, tailored offers, and innovative retailing experiences across the industry.
This year marked major steps forward with several valued partners already taking bold steps and putting NDC at the heart of their strategy. For instance, Icelandair will now be able to provide its travellers with enhanced content and personalize their journeys to individual preferences.
Meanwhile, over in Africa, Kenya Airways is the first sub-Saharan airline to bring NDC content into the Amadeus Travel Platform, opening new possibilities for travelers throughout the region.
These stories highlight a new era in travel, one where technology and partnership come together to create richer, more personalized experiences for everyone on the journey. This trend isn't limited to airlines; Travel Sellers are also adopting modern retailing and NDC solutions to improve the booking experience for customers.
lastminute.com strengthened its collaboration with Amadeus, unlocking new ways to tailor travel offerings and bring travelers closer to the experiences they value most. Perk, a business travel and spend management platform, also deepened its partnership with us, ensuring business travelers worldwide benefit from more efficient, NDC-enabled journeys that combine flexibility with simplicity.
Over in Scandinavia, Arrive Agencies renewed its long-standing cooperation with Amadeus, securing access to a broad portfolio of solutions - from NDC-sourced air content and automation tools to corporate travel, data analytics, and payment innovations - helping agencies deliver smarter, more seamless travel.
Digital Identity: Revolutionizing seamless travel experiences
Initiatives like the EU Digital Identity Wallet are a step forward in this journey to provide travelers with experiences that are not only more secure but also more streamlined and convenient.
In this context, a major step for us this year was the launch of the EU Digital Identity Wallet initiative, in partnership with Lufthansa. This project is paving the way to a future where the physical act of traveling—checking in, boarding, or accessing services—is enhanced by secure, seamless digital identity management across the travel ecosystem, ultimately making travel simpler, more flexible, and more enjoyable for all.
Courage and vision: the real recipe for transformation
If you’ve spent any time watching a culinary competition show on TV, you might have noticed a trend: it’s the chefs that mix unexpected ingredients with bold culinary techniques that tend to make it to the final round.
At Amadeus, we talk a lot about how transformation requires an open mind, and when I look back on this year, that notion bears fruit. All our accomplishments this year were made possible by the partners and customers who were willing to try something new. It takes guts, imagination, and a lot of collaboration to bring new ideas to life, and it’s that spirit that feels the most transformative.
So, as the new year rolls in, I want to thank my team who make this all possible and I am truly excited to keep building on that spirit and working together to create travel experiences that put people first. Grab an apron and get in the kitchen! We have some interesting recipes to share, and I have a feeling you might want to be sitting at our table.
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