Avianca expands strategic IT partnership with Amadeus

Strategic partnership will support Avianca’s vision for increased innovation and customer service excellence to meet evolving customer needs across the entire trip cycle.

Long-term extension of the full Amadeus Altéa Suite and renewed distribution commitments will allow Avianca customers to access the airline’s full range of fares and ancillary services through the channel of their choice, whilst benefiting from the highest levels of service before, during and after the trip

Avianca becomes the launch customer for Amadeus Anytime Merchandising, in order to improve the customer experience through personalised offers and services, while developing a new revenue opportunity for the airline


Today more than ever before, travellers are demanding a personalised level of customer service which is adapted to their needs at that specific moment in time. Of course, the challenge for airlines is how to put in place the right merchandising strategy so that these offers are delivered across multiple channels to not only improve the customer experience but also increase revenue at the same time. 

With today’s agreement, Avianca is underlining its commitment to a long-term business partnership with Amadeus, supporting its ambitious growth plans with a leading IT and distribution player that can deliver on its innovation-led strategy. 

As the launch customer of Amadeus Anytime Merchandising, Avianca will benefit from unique merchandising capabilities including:

  • The ability to reach more travellers at any stage of their trip through the Amadeus global travel ecosystem, which leverages over 250 million high-value traveller profiles.
  • Advanced segmentation capabilities and support for many different types of ancillary services that will help Avianca deliver on travellers’ expectations by providing relevant and attractive offers throughout the entire trip cycle.
  • Avianca is also launching Amadeus Customer Experience Management, an IT solution that will underpin Avianca’s ability to intimately understand its customers and deliver highly personalised offers, helping Avianca to maximise every merchandising revenue opportunity.

Amadeus Anytime Merchandising, which is compliant with IATA's NDC standard, helps airlines engage their customers at decisive moments during their journey, such as the searching and booking phase, when at the airport, during the flight, at the hotel and many more.

Estuardo Ortiz, Executive VP and Chief Revenue Officer, Avianca said: “Extending and deepening our relationship with Amadeus ensures we have a partner that can deliver on our desire to achieve the highest quality traveller experience. Merchandising is a huge part of this equation. We need to take our digital capabilities to new levels, across all channels and in all markets, and in so doing engage with our customers during every stage of their journey based on context, relevance and their unique profile.”

Delivering an excellent traveller experience is central to Avianca’s vision of the future. Amadeus is committed to increase investments in areas such as digital transformation and customer experience management across all touchpoints: including website, mobile and kiosks. No matter whether customers engage with Avianca digitally or through more traditional channels, they will be offered a range of attractive products and services that are sensitive to their individual profile and needs at each stage of the journey – helping Avianca to consolidate as a regional leader in both scale and the quality of its customer experience.

At the same time, Avianca’s renewal of the full Altéa Suite enables the airline to continue to operate its reservation, inventory and departure control processes through the Amadeus platform. Altéa technology provides airlines with an integrated view across all core passenger processes, delivering tangible benefits for the airline and its passengers.

“Amadeus and Avianca share a joint vision for how technology can improve the experience of travel, and this long-term partnership reflects that vision,” commented Julia Sattel, Global Head Airline IT, Amadeus. “We are committed to supporting Avianca as it looks to build a stronger customer experience. Today marks a significant milestone for Amadeus as we see the first airline pilot our Anytime Merchandising solution, which we firmly believe addresses a significant need in the industry today.”

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Notes to the editors

About Amadeus
Amadeus is a leading provider of advanced technology solutions for the global travel industry. Customer groups include travel providers (e.g. airlines, hotels, rail and ferry operators, etc.), travel sellers (travel agencies and websites), and travel buyers (corporations and travel management companies).

The Amadeus group employs around 13,000 people worldwide, across central sites in Madrid (corporate headquarters), Nice (development) and Erding (operations), as well as 71 local Amadeus Commercial Organisations globally.

The group operates a transaction-based business model.

Amadeus is listed on the Spanish Stock Exchange under the symbol "AMS.MC" and is a component of the IBEX 35 index.

To find out more about Amadeus please visit, and for more on the travel industry.

About Avianca

Avianca is the commercial brand that represents the Latin American airlines integrated in Avianca Holdings S.A. Its workforce of over 21,000 employees has been recognized to provide an excellent world class service. The Avianca airlines, specialized in air cargo and passenger transportation, serve 105 direct destinations in 28 countries throughout the American and European continents with its modern fleet of 177 short, medium, and long haul aircraft. Through its membership with Star Alliance, Avianca offers the possibility to connect to 1,330 airports in 192 countries globally. Through LifeMiles, the loyalty program, the airline offers a wide range of benefits and travel options to its more than 6 million registered members. During 2015, Avianca Holdings subsidiaries transported 28.2 million passengers. For more information please visit


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Candice Vallantin
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