Aigle Azur adopts innovative new ancillary bundles that put passengers first

Christophe Roussel

Project Coordinator, Aigle Azur

Spanning more than 70 years, Aigle Azur has a prestigious history. We’re a proud French airline servicing nearly two million travelers a year. One of the reasons we’ve been able to enjoy sustained success is the ability to innovate. This is why in 2017, we piloted a project with Amadeus to launch a new ancillary service feature called ‘Packs of Services’.


Our goals in doing this were twofold. We wanted to increase ancillary basket size by employing an omni-channel retailing strategy. At the same time, we also wanted to enhance the customer experience by simplifying the purchase process no matter the channel used, while not overwhelming them with ancillary choices.

With the new Amadeus Ancillary Services feature, we can easily create our own bundles which enables us to package two or more ancillary services in order to enhance upsell opportunities. We were able to offer a new ancillary service during the booking flow: Pass Priority+, which gives travelers the option to choose their seat and priority disembarkation. While addressing an important traveler need, we’ve also seen 56% monthly average growth of the number of packs sold since launching ancillary bundles in November 2017.

We are seeing that our customers actually prefer bundled ancillary services as opposed to the ‘a la carte’ services. In fact, more and more of our customers are asking for bundles because they help save time. For Aigle Azur, bundles help us enhance customer satisfaction by proposing additional service cross selling at preferential prices. They also optimize sales by offering packages that a passenger perhaps may not have purchased separately.

We have launched one bundle for the pilot phase, but we plan to increase and implement more options, which include lounge access and special meals. Overall, we are delighted to be the first airline to deploy Amadeus’ Packs of Services. They have been crucial in helping us anticipate and adapt to the latest consumer demands of our clients. The Amadeus team has been a joy to work with and were always available during the launch of this solution. We look forward to innovating more with them in the future as we look to put even more focus on a better customer experience.


Customer Testimonial, Guest Post