Airline Retailing in Action

A conversation with British Airways on the airline’s transformation program and the role of technology as the industry shifts to Offer and Order based retailing. 

More and more airlines are looking to transform their business and become the modern retailers that travelers expect. With all the industry initiatives around Offer and Order management, and price optimization, our industry is at a turning point.  

In March 2024, British Airways (BA) announced a £7 billion transformation plan, 10% of which is dedicated to IT infrastructure, with more than 600 modernization initiatives. 

In this episode with BA, we deep dive into the role of technology to enable this transformation. We answer questions such as: 

• Why is BA undertaking this initiative? What objectives is it aiming to achieve? 
• How does a technology company like Amadeus undertake such a significant project? 
• What role will revenue management play in this transformation? How are the two companies working together? 
• How will technology help deliver BA’s vision to create exceptional traveler experience? 
• What will the BA traveler experience look like five years from now? 

Tune in to find out. 

Speakers 

• Oliver Ahad – Head of Offer and Order Solutions and Nevio project sponsor, British Airways 
• Paul Shade – Head of Product Optimization and new Revenue Management system Project Sponsor, British Airways 
• Ghaleb Rostom – Head of Portfolio Product Management, Airline Solutions, Amadeus 
• Benjamin Cany – Vice-President Offer Management, Airline Solutions, Amadeus 

To stay up-to-date on the latest news from Amadeus, and to catch the next episodes in our series, check out the resource center on our website, follow us on Amadeus for Airlines, and on Spotify or Apple podcasts.

With the emergence of Offers and Orders, our industry is undergoing a big transformation. In 2024, we asked airlines around the world about their attitudes to offer and order management, and one key finding was that 58% stated they are planning on a gradual shift while enabling new models with current interline partners. 

In this episode with SkyTeam, we deep dive into interlining, which has been a cornerstone of aviation for decades. We answer questions such as: 

• Where is the industry today on meeting traveler expectations? 
• What kind of challenges and frustrations do travelers face?  
• What opportunities will new models like Retailer-Supplier offer? 
• Is codeshare fit for purpose as airlines look to shift to Offers and Orders? 
• How will an interlined journey change five years from now? 

Tune in to find out. 

Speakers 

• Laura Abraham, Chief Digital Officer, SkyTeam 
• Catherine Senechal, Director of Digital Products, SkyTeam 
• Robert Booth, Director of Product Management, Airline Solutions, Amadeus 

To stay up-to-date on the latest news from Amadeus, and to catch the next episodes in our series, check out the resource center on our website, follow us on Amadeus for Airlines, and on Spotify or Apple podcasts.