Singapore Airlines (SIA) has integrated Amadeus Altéa NDC and Amadeus Anytime Merchandising (AAM), to accelerate digital transformation and enhance its retailing capabilities.
These solutions have been in implementation since June 2018, and SIA has been part of Amadeus’ NDC-X program since coming on board with Altéa NDC in 2017.
Singapore Airlines Senior Vice President Sales and Marketing, Campbell Wilson commented: “We are pleased to partner with Amadeus in deploying Amadeus Anytime Merchandising (AAM). One of the many components powering our personalization capability, AAM allows the application of business rules and artificial intelligence to customize airfares and optional extras based on persona and context. Together with the Amadeus NDC-X program, in which Singapore Airlines has been an active partner, AAM is a key pillar in our strategy to make our offers more relevant, and our value more apparent, across all our customer touchpoints.
Amadeus Altéa NDC is a full Offer and Order Management solution, based on end-to-end NDC shopping, booking and servicing flows. It enables airlines to distribute and service their offers to third parties, with consistency between direct and indirect channels.
Amadeus Anytime Merchandising allows airlines to boost revenue by creating relevant and personalized travel offers, comprising air and non-air content such as hotel, car rentals and insurance. They can then present these offers to travellers across direct and indirect channel touchpoints – with the latter leveraging on the NDC capabilities. The Amadeus Altéa NDC and AAM solutions will be fully integrated with the existing Altéa suite.
