Thai Airways International (THAI) has expanded its strategic relationship with Amadeus, selecting three retailing solutions to support more consistent and personalised offers across its sales channels.
The airline will implement Altéa NDC, Air Dynamic Pricing and Anytime Merchandising as part of its wider retailing and distribution strategy. The move is intended to improve offer relevance, pricing accuracy and ancillary merchandising across both direct and indirect channels.
Through the adoption of these solutions, THAI aims to deliver a more consistent experience for passengers regardless of how they book. Real-time pricing aligned with demand and inventory is expected to support more competitive fares, while enhanced merchandising capabilities will allow the airline to present ancillary products through timely and context-aware recommendations.
Altéa NDC will serve as THAI’s NDC-enabled distribution platform, allowing the airline to create and distribute richer offers while preparing for future Offer and Order-based retailing. Air Dynamic Pricing applies AI-driven models to adjust fares in real time based on booking context and availability, with the airline expecting an average revenue uplift of more than three per cent. Anytime Merchandising will enable THAI to present personalised ancillary offers consistently across channels, supporting both revenue optimisation and customer experience objectives.
Together, the three solutions are designed to support THAI’s transition towards modern airline retailing, with integrated systems enabling improved control over pricing, offers and distribution.
Amadeus said the agreement builds on its long-standing relationship with Thai Airways and reflects a shared focus on next-generation retailing. The technology rollout will be supported by Amadeus’ local presence in Thailand, allowing closer collaboration during implementation and ongoing development.
The expanded partnership forms part of THAI’s broader transformation programme, as the airline continues to invest in digital capabilities to support its commercial strategy and passenger experience across web and mobile platforms.
Thai Airways CEO Chai Eamsiri said: “This technology investment represents a significant step in Thai Airways’ transformation. It strengthens our retailing capabilities, enabling us to offer passengers more relevant choices and a consistent experience across our digital channels.”
Javier Laforgue, executive vice president, travel unit and managing director, Asia Pacific, Amadeus, added: “This agreement is a milestone in our long-standing cooperation, and we look forward to working hand in hand with Thai Airways on its transformation journey.”
