Malaysia Airlines Partners With Amadeus To Take Personalisation To The Next Level


Author: PASA

The airline industry is highly competitive, and travellers now have more choices than ever before. This can make loyalty difficult to maintain, and to be successful, airlines need to tailor their services to what customers really want, so that they feel recognised and valued.

Delivering an excellent customer experience is core to Malaysia Airlines’ vision of the future, and with today’s agreement with Amadeus, the airline will put in place a key component that will help turn this vision into reality.

Amadeus Customer Experience Management is a cutting edge solution that will help Malaysia Airlines intimately understand its customers and deliver highly personalised offers across all touchpoints, maximising every merchandising revenue opportunity. Does the customer usually purchase excess baggage? Have they had a negative experience that warrants a little something extra on their next flight? Do they prefer chauffeur service upon arrival? The technology takes data about the traveller from multiple sources, builds a 360-degree, real-time picture of who the traveller is, and integrates it with advanced personalisation logic so that the airline can cater to their implicit expectations and explicit demands while travelling.

“Malaysia Airlines has always taken pride in delivering outstanding, warm hospitality, and we see an opportunity to do so with an even greater level of personalisation. Technology offers us the ability to truly delight our customers, to know them better than ever before, and be able to propose to them the right offers at the right time through the right touch-point, all along their journey. This will be an important differentiating factor for Malaysia Airlines, and why we’re excited to adopt Amadeus Customer Experience Management. We’ve had a great journey with Amadeus so far. They’ve been a true partner – supporting our transformation and sharing the same drive to put the customer at the centre – and we’re glad to take this partnership further,” said Captain Izham Ismail, Chief Executive Officer and Group Managing Director, Malaysia Airlines Berhad.

The solution helps airlines grow loyalty by exceeding traveller expectations – not only those of frequent travellers, but new and infrequent travellers as well. It can also help increase revenues by upselling tailored and relevant offers to customers, through the right channels and at the right time; and improve customer retention by delivering personalised, proactive care to frequent travellers in the event of disruption.

Cyril Tetaz, Head of Commercial for Asia Pacific, Airlines, Amadeus said, “We have deep respect for Malaysia Airlines. What the airline has achieved in the past year and what it continues to strive to achieve is incredible, and we are humbled to play a part in its transformation. Our vision of personalisation in the global travel ecosystem is to reach every customer, while delivering a premium, branded experience seamlessly and consistently across all touch points they interact with. Our flagship personalisation solution, Amadeus Customer Experience Management, is a key piece in putting this puzzle together. We’re delighted that Malaysia Airlines has chosen it, and we are excited to continue working with Malaysia Airlines to adapt and evolve its products to go above and beyond meeting the needs of travellers.”

Amadeus and Malaysia Airlines have also celebrated a landmark accomplishment – the successful migration of the airline’s passenger service system (PSS) to the Amadeus Altéa Suite in mid-2017. The cutover means that Malaysia Airlines’ core passenger processes including reservation, inventory, check-in and departure control now run on Amadeus’ cutting-edge platform. Malaysia Airlines also completed a successful shift to Amadeus’ e-Retail Internet booking engine earlier in the year. The new Internet booking engine provided by Amadeus is giving passengers a leaner, more user-friendly experience from booking tickets to pre-purchasing excess baggage, meals and managing loyalty points, all at the click of a button.

The Malaysian travel agency community warmly welcomes Malaysia Airlines’ move to the Amadeus Altéa Suite. Thaddeus Foo, Managing Director, Corporate Information Travel Sdn. Bhd. said, “Having Malaysia Airlines on Altéa is an advantage for travel agencies like us that use Amadeus. We now share the same view of the passenger name record (PNR) with Malaysia Airlines, so if there are any airport disruptions or changes in schedule we see these immediately. Any special requests we make for meals or seats are confirmed or rejected the moment we enter them, and we always get the most up to date view on Malaysia Airlines availability and fares. All this means better service and more efficiency for our customers, and it helps us take care of them better.”

  • Have you heard about PASA CPO Summit in March? ‘Future Proofing You’ will be held on 13 & 14th March 2018 in Sydney. 

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). To find out more about Amadeus please visit,

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