Malaysia Airlines takes personalisation to the next level with cutting edge technology

Cyril Tetaz

Executive Vice President, Airlines, Asia Pacific, Amadeus

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The airline industry is highly competitive, and travellers now have more choices than ever before. This can make loyalty difficult to maintain. To be successful, airlines need to tailor their services to what customers really want, so that they feel recognised and valued. Malaysia Airlines is taking a huge leap forward in this respect by adopting Amadeus Customer Experience Management.

malaysa airlines personalisation


Delivering an excellent customer experience is core to Malaysia Airlines’ vision of the future, and with this solution, the airline will put in place a key component that will help turn this vision into reality. We have deep respect for Malaysia Airlines. What the airline has achieved in the past year and what it continues to strive to achieve is incredible, and we are humbled to play a part in its transformation. Our vision of personalisation in the global travel ecosystem is to reach every customer, while delivering a premium, branded experience seamlessly and consistently across all touch points they interact with.

Amadeus Customer Experience Managementis a cutting edge solution that will help Malaysia Airlines intimately understand its customers and deliver highly personalised offers across all touchpoints, maximising every merchandising revenue opportunity.

Does the customer usually purchase excess baggage? Have they had a negative experience that warrants a little something extra on their next flight? Do they prefer chauffeur service upon arrival? The technology takes data about the traveller from multiple sources, builds a 360-degree, real-time picture of who the traveller is, and integrates it with advanced personalisation logic so that the airline can cater to their implicit expectations and explicit demands while travelling.

The solution helps airlines grow loyalty by exceeding traveller expectations – not only those of frequent travellers, but new and infrequent travellers as well. It can also help increase revenues by upselling tailored and relevant offers to customers, through the right channels and at the right time; and improve customer retention by delivering personalised, proactive care to frequent travellers in the event of disruption.

Amadeus and Malaysia Airlines have also celebrated a landmark accomplishment – the successful migration of the airline’s passenger service system (PSS) to the Amadeus Altéa Suitein mid-2017. We’re delighted that Malaysia Airlines has chosen our technology and we are excited to continue working with the carrier to adapt and evolve its products to go above and beyond meeting the needs of travellers.


Traveler Experience, Asia Pacific