Press release

Thai Airways and Amadeus strengthen strategic relationship through new technology agreements

February 4, 2026
1 min read
Lauren Hyde
Lauren Hyde
Corporate Communications, Amadeus
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Thai Airways and Amadeus deepen partnership to accelerate retailing and establish the foundation for modern Offer & Order management

These implementations position Thai Airways for future growth while driving immediate commercial benefits

Thai Airways International Public Company Limited (THAI) has expanded its strategic relationship with Amadeus, selecting three advanced retailing solutions - Altéa NDC, Air Dynamic Pricing, and Anytime Merchandising - to deliver more personalized, consistent, and context-aware offers across all channels.

THAI will be able to deliver more relevant and seamless offers across direct and indirect channels, creating a more consistent and intuitive experience for passengers. With smarter, real-time pricing decisions aligned to demand and availability, THAI can offer fair and competitive pricing. Enhanced ancillary merchandising, supported by timely and personalized recommendations across all touchpoints, will simplify decision-making and contribute to a smoother, more enjoyable end-to-end passenger journey.


THAI will implement a host of integrated solutions to drive its retailing ambitions, including:


  • Altéa NDC: Altéa NDC serves as a future proof touchpoint for Offer & Order, enabling THAI to control and distribute rich offers across channels today while preparing for next generation retailing tomorrow.
  • Air Dynamic Pricing: Applies AI-driven models to optimize and adjust air fares in real time based on booking context, inventory, allowing THAI to achieve an average increase in revenues of more than 3%.
  • Anytime Merchandising: Enables THAI to optimize revenue through dynamic, personalized offers, while enhancing the customer experience with relevant and timely ancillary products. Seamless omni-channel integration ensures consistent and effective merchandising.

“This technology investment represents a significant step in Thai Airways’ transformation. It strengthens our retailing capabilities, enabling us to offer passengers more relevant choices and a consistent experience across our digital channels.

The investment also establishes a strong foundation for modern Offer & Order management, allowing us to deliver a more intuitive and seamless booking experience, whether they engage with us via our website or mobile application."

Chai Eamsiri Chief Executive Officer, Thai Airways

“We are proud to support Thai Airways on its next generation retailing strategy, bringing together NDC distribution, AI driven pricing, and merchandising for measurable commercial impact today, while laying the foundation for advanced Offer & Order technology.

This agreement is a milestone in our long‑standing cooperation, and we look forward to working hand in hand with Thai Airways on its transformation journey. Amadeus has a robust presence in Thailand where we will be able to work alongside the carrier to support them to achieve their business objectives.”

Javier Laforgue EVP, Travel unit and Managing Director, Asia Pacific, Amadeus

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