Malaysia Airlines inks multi-year deal with Amadeus to beef up CX

Malaysia Airlines (MAB) has inked a multi-year deal with Amadeus to improve the experience of its customers, including corporate and travel retailers. The deal will see MAB adopt Altéa NDC, Reference Experience, Dynamic Intelligence Hub and renewing its Amadeus Altéa Passenger Service System contract.

The national airline has also renewed and expanded its multi-year air content distribution partnership. Altéa NDC is a solution that offers modern retailing capabilities and a more convenient and direct way to book flights. Other capabilities include dynamic pricing and personalisation, access to richer content, the ability to select seats which will all be implemented progressively. By integrating Altéa NDC with the Amadeus Travel Platform, travel retailers will soon be able to access MAB's full range of NDC-enabled content with full servicing functionalities.

NDC is also known as New Distribution Capability and it is a travel industry-supported programme by the International Air Transport Association aimed at modernising the way air products are retailed to travel agents, corporations, and travellers.

Meanwhile, the Amadeus Altéa Suite, which is a key component in the partnership, includes passenger servicing solutions, web booking, merchandising and data management. The benefits of using the Altéa PSS extend to Amadeus travel sellers as well.

At the same time, the Reference Experience is an open platform that will enable MAB to be more agile and user-friendly in the digital space while increasing conversion which leads to improved revenue. The Amadeus' Dynamic Intelligence Hub is a real-time data engineering platform that will centralise MAB's data, integrating systems and automating business processes with AI. A+M has reached out to MAB for additional information.

MAB's group CEO Izham Ismail said MAB is confident that with the new tech solutions from Amadeus beyond the Passenger Service System, it can offer relevant and richer shopping experiences by allowing customers to personalise their travels to an unprecedented level. This will help MAB ultimately realise its aspirations of becoming Asia's leading travel and aviation services group.

Meanwhile, Amadeus' SVP, Greater China and Southeast Asia, Glen Oliveiro, said: "Open source, cloud-based systems, and next-generation retailing capabilities will be the engine powering recovery, and we are at the forefront of these technologies in the travel industry. We are very excited to collaborate with Malaysia Airlines in creating smoother travel journeys for its customers thanks to innovative technology."

Both parties partnered in 2017 to better understand MAB's customers and delivery highly personalised offers across all touchpoints. MAB said previously that the tie-up will allow it to maximise every revenue opportunity such as purchasing excess baggage and including a chauffeur service upon arrival.

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