Turkish Airlines Makes the Digital Shopping Experience Quicker, More Accurate and Relevant With Amadeus

Press release
Published September 3rd, 2020 - 10:20 GMT
Turkish Airlines Makes the Digital Shopping Experience Quicker, More Accurate and Relevant With Amadeus
Deal will bolster the airline’s digital infrastructure to pave the way for NDC content distribution in the near future
This new long-term IT agreement combined with a recent fleet expansion will take the airline into its next phase of international growth

Despite the turbulence facing travel, some airlines are more laser focused than ever in their pursuit of innovation. Following a recent expansion of its fleet, Turkish Airlines is now fueling its vision with new technology. The airline has signed an IT deal with Amadeus that will help it deliver personalized offers to travellers across all platforms and devices.

The Turkish flag carrier is aiming to expand its customer reach with a series of new shopping solutions from Amadeus’ Offer Suite. These flexible and modular solutions will allow the airline to connect with new market channels and develop a future-proof retail strategy.

Most significantly, Turkish Airlines will be the first airline to adopt Massive Search, a solution which will help it deliver the most relevant and bookable fares to travelers. Massive search capabilities are becoming more and more critical for the entire travel industry as digital infrastructure must swiftly deliver results in the face of rising look to book ratios, which have grown from 10:1 to 1000:1 over the last two decades.

“These are exciting times at Turkish. Now, as the sector eyes recovery, we will push the bar when it comes to searching and shopping for our fares, delivering the content our travelers want in a quick and consistent way, no matter the channel,” said Ali Serdar Yakut, CIO, Turkish Airlines.

Ali Serdar Yakut continued, “Istanbul is at the crossroads between Europe and Asia, and our new hub inaugurated last year gives us more capacity to connect to new destinations. The new facility will serve 200 million passengers annually, unlocking momentous opportunity for growth. Amadeus’ trusted technology and solid on-the-ground support will help us reach our ambitions.”

Maher Koubaa, Executive Vice President, Airlines, Middle East, Turkey & Africa, Amadeus, says: “This partnership with Turkish Airlines is a testament to our simple, agile and open approach that allows our partners to easily integrate our technology within their own IT ecosystem. We look forward to further continue our work with the airline in the field of merchandising as we support the airline’s ambitions to deliver a world-class experience to its travelers.

“We are particularly proud to be part of Turkish Airline’s expansion at a time when Istanbul is reinforcing its position as a major global aviation hub with the addition of new capacity and its third independent runway just completed a few months ago.”

Whether customers are searching for flights on Turkish Airline’s own channels, through a metasearch, online travel agency, or an online ad, Amadeus’ technology will ensure that travelers get a consistent, accurate and fast response.

This standalone IT agreement follows an extended distribution agreement signed with Amadeus last year. Amadeus’ global network of travel sellers continue to support the airline’s expansion plans, extending its reach efficiently and delivering its offers consistently to all travelers.

The airline was already using the Amadeus Flex Pricer solution and it has now signed for the entire Shopping portfolio in the Amadeus Offer Suite, comprised of:

  • Flex Pricer Premium
  • Massive Search
  • Instant Search
  • Fare Quote Mini Rules
  • ATC Reissue, Shopper and Refund

The suite will equip Turkish Airlines to be able to integrate content via NDC into the airline’s existing infrastructure, catapulting it to distribute content via NDC in the near future.

The deal comes at a time when Turkey’s national flag carrier – currently operating with 360 aircraft, and flying to the most destinations in the world, over 320 across 126 countries – continues to expand its operations. From 2017 to 2019, the airline increased its passenger numbers from 69 million to 75 million and it expects to reach 120 million by 2023.

Background Information

Turkish Airlines

Turkey's "rising star", Turkish Airlines, began its’ journey back in 1933 with 5 planes. Today, Turkish Airlines boasts a fleet of 335 aircrafts (passenger and cargo) and continues that journey with the same excitement. With its growth figures placing the company among the leading airlines in the world, Turkish Airlines, with a momentous decision in 2013, made the biggest airplane purchase in the history of Turkish Civil Aviation. 

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