Airline Retailing in Action: From optimizing revenue to transforming retailing with British Airways

A conversation with British Airways on the airline’s transformation program and the role of technology as the industry shifts to Offer and Order based retailing.

More and more airlines are looking to transform their business and become the modern retailers that travelers expect. With all the industry initiatives around Offer and Order management, and price optimization, our industry is at a turning point.

In March 2024, British Airways (BA) announced a £7 billion transformation plan, 10% of which is dedicated to IT infrastructure, with more than 600 modernization initiatives.

In this episode with BA, we deep dive into the role of technology to enable this transformation. We answer questions such as:

• Why is BA undertaking this initiative? What objectives is it aiming to achieve?
• How does a technology company like Amadeus undertake such a significant project?
• What role will revenue management play in this transformation? How are the two companies working together?
• How will technology help deliver BA’s vision to create exceptional traveler experience?
• What will the BA traveler experience look like five years from now?

Tune in to find out.

Speakers

• Oliver Ahad – Head of Offer and Order Solutions and Nevio project sponsor, British Airways
• Paul Shade – Head of Product Optimization and new Revenue Management system Project Sponsor, British Airways
• Ghaleb Rostom – Head of Portfolio Product Management, Airline Solutions, Amadeus
• Benjamin Cany – Vice-President Offer Management, Airline Solutions, Amadeus

To stay up-to-date on the latest news from Amadeus, and to catch the next episodes in our series, check out the resource center on our website, follow us on Amadeus for Airlines, and on Spotify or Apple podcasts.