Amadeus Aims to Give Agents the Power of Data

Amadeus is developing a new business intelligence product that will provide travel management companies with a full and accurate view of market demand on any given route, including distribution by low-cost carriers and airline-direct sales.

Amadeus said it hopes to roll it out to travel agencies next year.

The product is an outgrowth of Amadeus’ partnership with Airconomy, a strategy consultancy for aviation networks. The collaboration has resulted in the launch of Amadeus Total Demand by Airconomy, a data solution for airlines that is designed to complement Amadeus MIDT, the tool that provides intelligence on all bookings made through travel agencies using the Amadeus system.

It will provide a total picture of the development of any given city-pair.

Total Demand uses a large number of global and market-specific sources that, processed by a cutting edge computing algorithm, provide highly accurate estimates. It determined, for example, that three out of the top five routes in terms of growth since the beginning of the year are based in Asia, with Bangkok-Hong Kong posting a 47% increase year-to-date. Asia also has the route with the biggest drop in traffic – Beijing-Tokyo – which was down 26%. Transatlantic traffic has had significant growth: New-York-Paris increased by 43%, whereas New York-London grew by 18% over the same period.

The travel agency version of Total Demand will provide insight into the market-share evolution of any given route, according to David Doctor, director of Amadeus airline and travel agency distribution, enabling agents to advise customers of all available options.

Equipped with the information provided by Total Demand, an agency can approach its preferred suppliers knowing, for example, whether there is more growth on routes connecting at Chicago O’Hare or at New York’s Kennedy, or whether a carrier might appreciate help on a particular route. The data can be beneficial to both the agency’s clients and the preferred airline.