Thai Airways grows online bookings by 200%


Bangkok, Thailand – Amadeus, a global leader in technology and distribution solutions for the travel and tourism industry, today announced that Thai Airways has launched e-Merchandise in five major markets, with more on the way. By adopting the industry-leading e-Merchandise solution to provide advanced shopping capabilities on their website, Thai Airways has increased online domestic bookings by 200 percent over three months and furthermore has set a target to quadruple online bookings by the end of 2009.

Amadeus e-Merchandise provides a full calendar display and a variety of up-sell capabilities on the Thai Airways website. Integrated with the Amadeus e-Retail booking engine, Thai Airways now provides a superior online shopping and booking experience proven to drive yield and profitability.

Khun Danuj Bunnag, vice president of Marketing Planning and Revenue Management for Thai Airways, said, “Since 2000, we have also been working with Amadeus to continuously improve the online user experience and functionality that we offer to customers through our website. As we strive to meet our ambitious online objectives, it is essential to work with a partner who understands our business and has extensive experience in maximizing the value of the online channel. The results we have seen so far from Amadeus are outstanding, both in terms of 200% growth in online bookings, as well as the improvements in our look-to-book ratio of 62 percent.”

Damian Hickey, vice president for Airline Business Group, Amadeus, said, “Today’s traveler is increasingly turning to the internet for travel information and to make flight bookings. Thai Airways understands the need to employ progressive technologies to address these changing passenger trends and drive their business success. With the Amadeus e-Merchandise Solution, Thai Airways has not only enhanced the online experience for website visitors, but also prompted strong growth in online bookings.”

Philippe der Arslanian, global director for Airline Direct Channels, Amadeus, said, “As a long-standing customer of Amadeus, we are delighted to see Thai Airways exceed its business objectives with e-Merchandise. Due to our international presence, end-to-end service and scalable solutions, we were able to quickly implement our e-Merchandise Solution in all continents. Similarly, we are looking forward to providing additional value to our customers by deploying our fully-integrated servicing solutions such as rebooking and redemption.”

Thai Airways joins some of the world’s leading airlines – including 10 of its global alliance partners – that rely on Amadeus for their e-Merchandise needs such as Air Canada, Lufthansa, SAS, Spanair, Singapore Airlines, Turkish Airways and US Airways.