Philippine Airlines (PAL) has teamed up with Amadeus to leverage on the latter’s broad set of solutions and services to enhance the travel experience of passengers on its international and domestic flights.
PAL will benefit from the full integration of customer loyalty knowledge and data with the Altéa Passenger Service System (PSS) to deliver real time personalisation throughout the customer journey. PAL first embarked on a digital transformation journey with the adoption of Amadeus’ Altéa PSS in 2018 and more recently Amadeus’ customer profiling and personalisation solution, Traveler DNA.
Amadeus will provide a team of travel industry experts with unique knowledge of airline website optimisation to completely evolve PAL’s digital channels.
Working hand-in-hand to create a truly end-to-end customer experience, from acquisition to post travel, Amadeus will redesign the airline’s website and operate it from a new cloud based infrastructure, as well as provide managed services to maintain, monitor, and fully manage the cloud hosting environment of the PAL website.
Co-innovation through an established digital lab and competency centre organised between the two companies will continue, with a focus on further customising and enhancing the carrier’s website.
PAL will implement the Amadeus Loyalty Management solution to enhance the proposition of Mabuhay Miles, powering its transformation into a digital, lifestyle loyalty programme. This will provide more flexibility to better serve loyalty members, increasing their engagement.
The modern loyalty technology will empower PAL with a full range of capabilities including currency retailing, a modern UI experience, a loyalty member portal, targeted promotions, real-time identification and allocation of benefits, as well as advanced acquisition, member recognition and segmentation.
The carrier will also be able to expand its loyalty partner network, offering them an intuitive, self-service partner management portal.
The digital services and loyalty solutions feature full integration with the Altéa PSS suite, as well as technology from Amadeus’ partner network.
PAL president Stanley Ng said: “Our website and the Mabuhay Miles programme are key aspects of our digital strategy. This partnership with Amadeus will help us strengthen our technology infrastructure in these areas further. With Amadeus’ expertise and unique understanding of the travel industry, we will be able to keep service levels high and anticipate future technological developments in the market. We look forward to working with Amadeus as we progress on our digital transformation journey.”
“We have a team of dedicated experts working closely with Philippine Airlines to elevate and optimise its website and we will also work alongside the carrier to grow its loyalty programme, to improve customer experience, and increase engagement of loyalty members,” added Javier Laforgue, executive vice president, travel unit & managing director, Asia Pacific, Amadeus.- TTG Asia
