Sparking innovation in the airline industry

Lance Batty

Senior Manager Account Management, Airline Customer Unit, Amadeus

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Working together means working better. You probably heard that back in grade school, but there’s some wisdom in that adage. In the competitive travel industry, partnerships foster innovation and growth. They are critical for business success. That is why in the last few years we’ve been working with a wide range industry players who share our vision.

Our Digital Experience Suite has been designed for the industry in this context. The suite will provide an open platform and include a marketplace where Amadeus, airlines, and third party providers can create, store, or modify experiences for reuse and resale to other platform users. Our aim is to allow distributed innovation across the industry using the skills of airlines, third parties and Amadeus. This will help airlines to differentiate their own business with a high speed to market. The first package of our suite – our Developer Toolkit - includes a set of REST/JSON APIs and developer frameworks that are fit to the web and mobile app channels. This suite was used during our first digital experience hackathon organized in June 2018.

We invited expert teams from airlines across the world to a three-day hackathon in Nice, France. They competed to deliver the most innovative digital experience for travelers, using our technology.

The winner of this hackathon was the Qantas team, who showed how the Amadeus Digital Experience Suite can empower travelers. They developed a pilot intelligence platform called The Wallaby, which aims to provide personalized experiences across various digital touchpoints including social media. Based on the knowledge of a customer’s travel behavior, the team built a mobile web application that was able to anticipate future travel, pre-determine a complete itinerary, and other details like seat preference and payment method.

The Qantas team demonstrated how our technology could be integrated with a chatbot and personal assistant via Amazon Alexa. The Wallaby acted like a hub that not only understood the customer’s travel patterns, but also recognized when it’s appropriate to engage a customer with a flight offer and the best channel to use.

The team’s cutting-edge solution addresses a well-known challenge in the airline industry: the need to personalize offers across all digital touchpoints. This starts with understanding behavior and predicting what customers need before they begin the booking process. This is exactly what the Qantas team achieved. By integrating the Amadeus Digital Experience Suite with technology platforms like Amazon Alexa, they created opportunities to enrich the traveler experience and to upsell tailored and relevant offers through the right channels at the right time.

Exploring solutions like this are a testament to how we are working together with our airline customers to innovate and create better customer journeys.


Airline IT, API