Etihad Airways is to implement the Amadeus Fare Families tool in the indirect channel to support its merchandising strategy.
The move to incorporate the technology solution will help the airline accelerate international growth through differentiation and improved selling opportunities.
The UAE carrier will brand and differentiate its products and services by showing the full value of each packaged fare across its retail options for all customer segments and worldwide points of sale.
Amadeus claims both travellers and travel agents benefit from greater transparency in the shopping process through clear descriptions on service characteristics and terms and conditions.
Agents will then be better equipped to advise their customers and proactively upsell from one fare family to the other, based on the traveller’s needs and preferences.
Peter Baumgartner, chief commercial officer of Etihad Airways, said: “We are delighted to extend our ‘Fare Choices’ to the Amadeus travel community, thereby ensuring that our customers can always enjoy our full range of innovative services, irrespective of which channel they choose to shop on.
“Etihad Airways’ offering, which combines air and non-air services to deliver the very best travel experiences, is a source of great pride for us.
“We are confident the opportunities the new tool opens up will create an enhanced customer experience for our travellers who can now benefit from greater travel customisation.
“Through Amadeus, our packaged fares will now also be available in the indirect channel worldwide and displayed at all points of sale in a way that is consistent with our brand.”
Maher Koubaa, Amadeus’s airline distribution and IT vice president for Middle East and North Africa, added: “We are excited to support Etihad’s marketing and growth objectives in the indirect channel.
“This demonstrates the expertise we bring to the industry, generating higher revenues by deploying merchandising strategies across channels.
“Through greater product transparency and the full end-to-end integration of the solution, our travel agency community will be able to guide and service customers more comprehensively and efficiently.”