Saudia, the flag carrier of the Kingdom of Saudi Arabia, has “fast-tracked” its shift to modern digital retailing by adopting new Order technology developed by Amadeus.
The airline has deployed “smart bridging” capabilities to turn traditional PNR booking records on its legacy Altéa Passenger Service System into single orders on Amadeus’s Nevio platform.
Amadeus said the carrier is now one of the first globally to “operationalise Orders and lay the foundations for modern retailing” and the first carrier to converting every PNR and e‑ticket into a single Order using Nevio smart bridging.
The firm added: “This paves the way for a more personalised and smooth travel experience.”
Amadeus describes ‘Order’ as a single, dynamic record of everything the traveller has purchased for their journey.
It provides a constantly updated view of all services so an airline can better serve its customers at every touchpoint from booking and payment to fulfillment and servicing.
Saudia is expected to be able to deliver more flexible offers and tailor-made pricing. “This transformation marks a foundational step in the airline’s broader ambition to redefine guest experience and operational agility through data-driven retailing,” Amadeus said.
Smart bridging allows Saudia to begin operating with orders and adoption of Nevio while ensuring business continuity with existing traditional infrastructure.
Arved von zur Muehlen, chief commercial officer at Saudia, said: “Saudia is committed to delivering the highest standard of guest experience and technology innovation is crucial to this objective.
“Moving to single Orders means we can gain a better understanding of our guests, what they’ve purchased from us, and our partners across the entire journey. Orders are the foundation for a more connected travel experience.”
Maher Koubaa, executive vice president, EMEA travel unit at Amadeus, added: “Saudia is one of the airlines leading the industry with its ambitious transformation program.
“Moving to Orders with smart bridging is an important milestone that lays the foundation for a whole host of new traveler-centric capabilities. We’re delighted to support Saudia’s continued innovation in airline retailing.”
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