As one of the world’s biggest travel technology companies, Amadeus serves every corner of the travel and hospitality industry. Airlines, hotels, casinos, stadiums, railroads, car rental agencies – all rely on Amadeus’ solutions to run their operations and stay one step ahead of traveller needs.
Business has been soaring for Amadeus. In 2018 alone, the company helped board more than 1.8 billion travellers and processed 643 million bookings, building on years of sustained growth. But to maintain a high standard of service and have the ability to scale, it needed to find ways to work more efficiently, while delivering more personalised experiences to its customers.
Amadeus’ primary challenge was serving customers across different channels, which was impacting efficiency. To paraphrase Amadeus’ Chief Marketing Officer, Jussi Wacklin, it was taking days to make a simple update to an Amadeus webpage. This did not marry up to the scale and speed at which the business was operating or the expectations from its customers.
Amadeus teamed up with Adobe to put in place a single unified platform able to deliver a seamless customer experiences across every touchpoint. By moving its operations to Adobe Experience Manager, Amadeus has empowered its employees to work faster and stay on top of customer needs. “With Adobe Experience Manager, what we are able to do is much faster, with a much better user experience for our own people, which also saves us a lot of time and money,” says Wacklin.
A platform model provides Amadeus with a scalable application that enables it to continuously grow. The organisation’s broader ambition is to draw on technology to shape a “better future of travel”, with a collaborative approach to innovation at the heart of its strategy.
While these improvements to content velocity are a major component of Amadeus’ transformation, its ambition extends much further. Amadeus’ digital team has also built intelligent modules directly into the Adobe platform, allowing them to deliver more personalised experiences online. With a single click, visitors to the Amadeus website can hide all the content that isn’t relevant to them and quickly find the services they need.
The company has put data at the heart of its strategy, using analytics and A/B testing to understand which content and online experiences resonate best with customers. By collecting and analysing data in real-time and making informed decisions, Amadeus can better tailor experiences to each customer, while saving costs on content development.
Amadeus now has the foundation to deliver true omnichannel experiences, where content seamlessly scales and adapts to different channels. Orchestrating all of this content and data is no small task and with Adobe Managed Services, Amadeus now has the confidence in availability and scalability. As Wacklin says, “From mobile devices, to iPads, to computers, all of this happens and we don’t have to worry about it. The way Adobe delivers these experiences is extremely smooth for our end users”.
For Amadeus, digital transformation is about changing the way its people work, fuelled by the right solutions to support this evolution. Wacklin is refreshingly transparent on this point, reflecting – “Our entire marketing and sales would be handicapped without this technology”. This approach has paid major dividends so far, and with a robust platform for growth in place, Amadeus looks set to retain its pole position in the travel industry for years to come.
Find out more about delivering personalised, content-led experiences here.