How American Airlines improved customer experience and increased bookings by 17%

Archana Ramachandran

Regional Manager - Digital Customer Experience, International, American Airlines

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At American Airlines, we’re committed to being a leader in the airline industry. All aspects of our business have to deliver exceptional performance. One thing we wanted to focus on was customer experience on our international websites.

This is why we partnered with Amadeus to adopt the Amadeus e-Retail DX airline booking system.

Our focus on user experience created a shift in our international business priorities. We needed modern websites which could convert, upsell, and keep more digital customers. This is exactly what e-Retail DX offered. It’s a proven solution and supports our current and future business needs. Plus, Amadeus committed to a fast time-to-market to meet our implementation targets.

The results so far have been excellent. In 2017, for the first time ever, our international website customer experience matched the domestic website. Within a three month period, 23 international sites migrated to Amadeus e-Retail DX. Right away, they started delivering impressive results. The ability to scale up our international business has led to a +17% increase in overall bookings. Digital revenues are up 11% and we’ve got more functionalities, less maintenance, and reduced costs.

We also enjoy regular releases of new product features. Amadeus e-Retail DX makes it easy to change the look and feel of each site allowing us to provide a consistent brand experience. This futureproofs our websites, ensuring customers always have the most up-to-date abilities.

Our end goal was a coherent American Airlines web presence. We wanted all digital customers to have the same positive user experience, regardless of their location and destination, while providing localization for each market. And Amadeus e-Retail DX has delivered. This project is a true testament to the technology and the awesome collaboration between American Airlines and Amadeus.

Check out the American Airlines – Amadeus case study and have a look at this video to learn more about the success of our partnership.


Customer Testimonial, Guest Post