A “revolutionary” flight search solution is being previewed by Amadeus this week.
It says the most popular bookable travel options can be returned in a tenth of a second.
Amadeus Featured Results will be unveiled at the PhoCusWright Travel Innovation Summit in Arizona.
OTA Vayama is the first pilot customer to implement the solution in beta form on its website, including 100 origin and destination combinations.
Full global market availability for Featured Results is due in early 2013.
The solution claims to improve the online purchasing of flights by making travel search simpler and more relevant.
Amadeus has combined both sophisticated flight search technology and travel business intelligence data to deliver a more relevant set of search results at the top of the display screen.
Unlike other available search tools, there is no need for travellers to sift through hundreds of recommendations, according to the company.
An Amadeus-commissioned study conducted by PhoCusWright last year showed that consumers are overwhelmed by the amount of search options.
Travellers´ biggest pain points are the perceived difficulty of content aggregation and information overload, coupled with the anxiety of finding the best price which subsequently impacts their buying decisions.
Amadeus distribution senior vice president Holger Taubmann said: “Amadeus’ vision is to place the traveller in the driver’s seat and to create the ultimate search, shop and buy experience. And our travel industry customers and the travellers they serve remain the main drivers of our priorities, guiding us on how to best complement our portfolio and evolve our technology.
“By helping travellers navigate an overwhelming amount of information and decrease their search time, we can help online travel agents increase customer satisfaction and conversion rates.”
Head of Vayama Ted Jansen described the solution as a “game changer” for the travel industry.
He said: “Online flight search, in its current form, is complex, but we see potential for search to be an engine for discovery and inspiration.
“After all, planning a trip should be fun, not a chore. Working together with Amadeus, we’ve introduced the Featured Results solution at Vayama.com to help travellers cut through the clutter to find more of exactly what they’re looking for.”