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Amadeus’ e-Commerce solutions power complete transformation of’s shopping and booking flow

April 14, 2014 Tech No Comments Email Email

Amadeus, a leading technology partner for the global travel industry, has been chosen by Lufthansa, Europe’s largest airline and Germany’s flag carrier, to power the airline’s brand new shopping, booking and re-booking webpages with its suite of next generation e-Commerce solutions., which receives over 210 million visitors per annum, now has a completely revamped shopping and booking flow that will streamline the purchasing experience for travellers by improved navigation and transparent pricing information. At the same time the new site has been designed to significantly enhance the airline’s merchandising capabilities across both its domestic and international business.

Travellers will now benefit from bespoke recommendations for and access to a far wider range of travel options than before, based on their specific areas of interest. Moreover, travellers will receive personalised offers focused around their frequent flyer status, choice of city pair and country of residence. These offers will span a variety of additional relevant products and services such as advanced seat reservations, car hire, rail tickets or ancillary services such as an exit row seat or extra leg room. This will enable individuals to plan their journeys according to their own preferences in a single, integrated shopping experience, with the focus on simplicity at all times. The whole process will be managed in a very subtle manner for travellers, ensuring they retain control at all times about the different services they may need or want to purchase.

Lufthansa will also have the opportunity to dynamically evolve its online content based on specific parameters such as the time or season of the year, or a particular occasion such as St Valentine’s Day, adapting its offer accordingly. This allows the airline to reach new levels of agility, modifying very quickly the behaviour and content of its online presence via adjustable business rules in order to match the expectations of travellers. This in turn delivers significant time and cost-savings for Lufthansa, reducing its dependency on software development, whilst in tandem helping the airline to better sell to its customers via a unified digital experience.

Christian Tillmans, VP Global Sales & Key Account Management, Deutsche Lufthansa AG, commented: ‘By implementing Amadeus’ e-Commerce solutions, we can ensure that travellers benefit from a simpler and more personal online shopping experience when they visit Our website now offers unrivalled access to our air travel and related products and services, responding to the needs of individual travellers with the emphasis on choice and price transparency in all steps of the process. Furthermore, the traveller is in complete control of the buying process from beginning to end and so we also benefit from the opportunity to sell to our customers more effectively.”

Julia Sattel, SVP Airline IT, Amadeus, commented: ‘We are proud that our technology is underpinning the evolution of Lufthansa’s digital strategy. Advanced merchandising and personalisation capabilities are increasingly important to airlines worldwide, and twenty-first century travellers expect to be able to shape their travel itineraries according to their particular tastes.’s re-launch builds on our existing partnership with one of the world’s leading airlines. It also highlights our continuing commitment to be the partner of choice for airlines’ digital innovation, supporting their online strategies to become agile retailers and ultimately better serve the traveller.’

Amadeus e-Personalise, which underpins the new Lufthansa website, is one of a number of solutions supporting Lufthansa’s online strategy. The others include: Amadeus e-Retail (the world’s most widely-used airline Internet booking engine); Amadeus Flex Pricer (which provides travellers with the most relevant air fare options); Amadeus Cars Plus (an innovative car-rental booking solution) and Amadeus Digital Design Services (which enables airlines to build a fully personalised website’s appearance and functionality).

As part of the project, Amadeus ensured that received the most extensive, rigorous testing and quality-checking possible. The process involved over 6,000 test cases. The completely upgraded shopping, booking and re-booking webpages on are now available to travellers worldwide in 12 different languages and across 98 markets around the globe.

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