Thai Airways to Revolutionize Passenger Experience with New Retailing Tools from Amadeus

In a strategic move to enhance its passenger experience, Thai Airways International Public Company Limited (THAI) has expanded its collaboration with Amadeus, adopting a suite of cutting-edge retailing solutions designed to offer a more personalized, seamless, and context-aware service across all platforms. The partnership introduces three advanced tools—Altéa NDC, Air Dynamic Pricing, and Anytime Merchandising—which will redefine the way THAI delivers offers to its passengers.

This new set of solutions aims to elevate the airline’s approach to pricing and merchandising, ensuring that passengers receive the most relevant and competitive offers. By leveraging these technologies, THAI intends to provide an intuitive, seamless travel experience that spans both direct and indirect channels, from the moment a traveler books their flight to the completion of their journey.

The trio of solutions set to power this transformation includes:

Altéa NDC: At the forefront of THAI’s retailing ambitions, Altéa NDC offers the ability to deliver rich, personalized offers across various channels, both online and offline. This system will not only enable THAI to meet the demands of today’s customers but also position the airline for next-generation retailing solutions. It ensures a future-proof strategy for controlling and distributing offers, laying the groundwork for innovations that enhance the overall travel experience.

Air Dynamic Pricing: By incorporating AI-driven models, this solution allows THAI to adjust airfares in real time based on booking context and availability. This dynamic pricing mechanism not only ensures competitive fares but also enhances the airline’s ability to optimize revenue. According to the airline, the introduction of this technology is expected to result in an average revenue increase of more than 3%, benefiting both the company and its passengers with fair and responsive pricing.

Anytime Merchandising: With an eye on the future of travel retail, Anytime Merchandising provides THAI with the tools to offer personalized, relevant ancillary products to passengers at the right moment. Whether it’s seat upgrades, extra luggage, or premium services, these offerings are tailored to the individual passenger’s preferences. The solution ensures that passengers have easy access to these personalized products, both during booking and throughout their journey, contributing to a smoother and more enjoyable travel experience.

Together, these integrated solutions allow THAI to create an omni-channel retailing ecosystem that delivers consistent, dynamic offers across all customer touchpoints. Whether a passenger interacts with the airline’s website, mobile app, or even in-flight, the offers and recommendations will be personalized to match their specific needs and preferences, making it easier for them to make informed decisions.

This collaboration is a significant step in the airline’s digital transformation, providing the tools needed to engage with customers more effectively and build stronger relationships. The integration of smarter pricing, enhanced merchandising, and personalized offers promises to simplify the decision-making process for passengers, helping them make the most of their travel experience.

As Thai Airways looks ahead to the future of travel, this partnership with Amadeus is setting the stage for a more connected and personalized journey, one that ensures both customer satisfaction and operational efficiency.

“This technology investment represents a significant step in Thai Airways’ transformation. It strengthens our retailing capabilities, enabling us to offer passengers more relevant choices and a consistent experience across our digital channels.

The investment also establishes a strong foundation for modern Offer & Order management, allowing us to deliver a more intuitive and seamless booking experience, whether they engage with us via our website or mobile application.” Chai Eamsiri, Chief Executive Officer, Thai Airways

“We are proud to support Thai Airways on its next generation retailing strategy, bringing together NDC distribution, AI driven pricing, and merchandising for measurable commercial impact today, while laying the foundation for advanced Offer & Order technology.

This agreement is a milestone in our long‑standing cooperation, and we look forward to working hand in hand with Thai Airways on its transformation journey. Amadeus has a robust presence in Thailand where we will be able to work alongside the carrier to support them to achieve their business objectives.” Javier Laforgue, EVP, Travel unit and Managing Director, Asia Pacific, Amadeus

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