Etihad Airways uses Amadeus technology to accelerate international growth

Maher Koubaa

Vice President, Head of Airline Group, Middle East and Africa, Amadeus IT Group

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Etihad Airways, the national carrier of the United Arab Emirates, has implemented Amadeus Fare Families to deploy its innovative merchandising strategy in the indirect channel and accelerate international growth.


Amadeus Fare Familiesis a completely automated solution that prompts travel agents with upsell opportunities and is fully integrated with their mid- and back-office systems to facilitate customer servicing.

With clear descriptions on service characteristics and terms and conditions, both travellers and travel agents benefit from greater transparency and value comparison in the shopping process. With Amadeus Fare Families, travel agents are better equipped to advise their customers and proactively upsell from one fare family to the other based on each traveller’s needs and preferences. Overall, this creates an enhanced customer experience for Etihad Airways travellers who benefit from a broader airline value offer, hence more travel customisation opportunities.

Amadeus is the first technology provider to support ATPCo Branded Fares, the new industry standard that Etihad uses to file its fare families. Apart from filing centrally, airlines can also file their fare families directly in the Amadeus system if they prefer.

We are excited to support Etihad’s marketing and growth objectives in the indirect channel. This attests to the leading role our technology provides the industry, generating higher revenues by deploying merchandising strategies across channels.

Etihad is the latest airline to go live with Amadeus Fare Families, joining close to 120 airlinesthat have adopted Amadeus technology to deploy their merchandising strategies across channels.


Middle East, Merchandising, Travel Platform