Amadeus is working towards creating a traveller-centric global travel ecosystem to meet the demands of a complex and evolving travel shopping environment and to help airlines generate more than $130bn additional revenue a year by 2020.
According to industry estimates, airlines are currently earning revenues of around $50bn through the sale of ancillary services, primarily through their direct channels. Amadeus' research shows that with the adoption of an omnichannel strategy for these ancillary sales, they can further earn approximately $53bn more by 2020.
The research also reveals that the use of new innovations in travel technology can bring additional annual revenues of $77bn by personalising offer for travellers via open, intelligent and dynamic systems.
Amadeus believes that industry collaboration will create new business opportunities, helping to deliver personalised, relevant and timely offers and services.
Amadeus president and chief executive officer Luis Maroto said: "The global travel industry, and the way in which consumers experience it, is changing so dramatically that it requires a fundamental change to the way in which travel is sold and how the traveller is served.
"With our industry insight and experience, our unrivalled R&D capacity and our global subscriber network, Amadeus is uniquely placed to bring the industry together in a global travel ecosystem that will bring huge benefits to both airlines and subscribers, offering significant potential to the industry to unlock greater value from its products and services."
Amadeus will develop and roll out a new global merchandising system to help airlines create their offering dynamically. It will strengthen the industry's broadest portfolio of products and services; including the popular PSS, Altéa, as well as the industry's biggest distribution platform, and an e-retail suite used by more than 110 of the world's airlines.
The global merchandising system will incorporate real-time intelligence and information from buyer and seller to facilitate the delivery of a personalised offer to each individual search. It will also enable airlines to realise their retailing and merchandising vision by giving them the ability to control the price, placement and promotion of ancillary content across all channels.
Deployed along with Amadeus' Travel Intelligence tools, consulting and services capability and real-time revenue accounting and loyalty solutions, it will provide subscribers and providers with a single consumer view.
Amadeus will also help evolve its retailing and distribution systems to enable the efficient and effective delivery of enhanced airline content at the point of sale, and full integration of both the merchandising system and Amadeus' retailing and distribution systems with the Amadeus Altéa PSS Suite to deliver a joined-up and end-to-end traveller journey across key touch points such as servicing, delivery, disruption management plus ticketing and fulfilment.
Amadeus senior vice-president of distribution Holger Taubmann said: "Amadeus has a long track record of bringing subscribers and airlines together to develop new revenue opportunities and we are committed to maintaining that approach and making the necessary investment to develop a global travel ecosystem that will enhance commercial opportunities for both."