For the world’s leading airlines, it is crucial to be able to reach beyond domestic markets and attract travellers from around the world. As a result, content distribution across multiple channels provides airlines opportunities to foster growth in new markets and drive traffic to domestic destinations. It also enables relevant offers to reach the right traveller, at the right time and across the various touchpoints that travellers use for inspiration, shopping, booking and servicing.
Amadeus and Etihad Airways have announced an extension of their longstanding partnership for distribution services across channels. The partnership falls under the renewed 10-year agreement facilitated by the Arab Air Carriers Association (AACO), announced in December 2017.
The collaboration also extends the agreement for distribution within the UAE and Oman through Amadeus Gulf LLC. This means travel sellers connected to Amadeus will be able to offer travellers an enriched booking experience in the UAE and Oman, as well as Etihad Airways’ full range of content.
The agreement will enable the airline to drive profitability with more opportunities for revenue generation, higher passenger volumes, and enhanced efficiencies across channels, as well as meet the airline group’s long-term distribution objectives with unparalleled technological capabilities. Amadeus will work alongside Etihad Airways to explore how the airline can further develop and maximise the potential of Amadeus’ global travel agency network, including enhanced merchandising and retailing capabilities.
Vijay Bathija, Vice President Commercial Strategy & Analytics at Etihad Airways, said: “Etihad Airways has enjoyed a long and fruitful relationship with Amadeus. This continued partnership will allow us to keep on reaching travellers around the world who trust the Etihad brand. It will also allow us to drive significant efficiencies as we look to deliver on our long-term growth strategy.”
Maher Koubaa, Executive Vice President Middle East Turkey Africa at Amadeus said: “Airlines in the Middle East are continually redefining global travel standards through the delivery of first-class customer experience and Etihad Airways is among the very best. We look forward to deepening our existing relationship with the airline as it looks to continue delivering this premium experience for many years to come.”
Established in 2003, Etihad Airways is one of 16 airlines in the Middle East and North Africa that have entered into a 10-year framework agreement with Amadeus for distribution services. Etihad Airways carried 17.8 million passengers in 2018 and currently flies to over 80 destinations.