Amadeus is one of the many international firms building up its presence in China in response to the gradual liberalization of travel technology and distribution.
Businesses of Amadeus’ stature are gearing up to capitalize on emerging opportunities in China. Carriers are gradually showing signs of understanding what it takes to craft a retailing and merchandising strategy, while offline and online agents are demanding different systems to serve a new breed of customer.
Chinese airlines are improving their existing reservation and inventory capabilities by adding both new air and non-air products.
Within this there is interest in precision targeting across multiple channels, narrowing the choice to a point where a customer is served only what he or she is likely to find meaningful at that precise stage of their engagement with the carrier.
Brian Chien, Amadeus China’s general manager, says its vision for China is built on three pillars, with the key objective of bringing airlines and travel sellers together in an open, intelligent, global travel ecosystem that matches supply with demand in real-time.
He explains: “First, the development and roll out of a new merchandising system that will enable airlines to create their offering dynamically, to provide consumers with the most relevant offer at any given time, through any point of sale of any channel, direct or indirect and through any device. “Second, the evolution of the company’s retailing and distribution systems to pave way for effective delivery of enhanced airline content at the point of sale, whether in the direct or indirect channel.
“Finally, the full integration of both the merchandising system and Amadeus’ retailing and distribution systems with the company’s PSS Suite.
“This would result in a truly joined-up and end-to-end traveller journey across key touch points such as servicing, delivery, disruption management (managing flight disruptions based on personalized and intelligent re-accommodation options) plus ticketing and fulfilment.”
Distribution Chien believes that by 2030, hyper-customisation will be the default expectation for Chinese travellers, and offline and online agents alike must be ready for this.
Agents will need to know potential clients’ preferences without asking.
Some travellers are already demanding authentic and individual experiences, avoiding mass-market hotspots. Agents need to be able to market packages based on specific needs.
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