Travel technology firm Amadeus has seen an 80 per cent increase in airline ancillary services sold through its distribution channel in 2016.
It follows on from the 95 per cent year-on-year rise the company saw last year in its ancillary services.
The large rise has primarily come from the 30 global OTAs that are integrating Amadeus merchandising solutions.
Amadeus also said the rise has been driven by a record number of airlines signing up or going live with its merchandising solutions.
Throughout 2016, 17 new airlines signed-up to Amadeus’ merchandising solutions for the distribution channel and 25 went live.
It has also been helped by the launch of Amadeus Rich Merchandising. Similar to other company offerings such as Travelport, it brings branding, differentiation, promotion and traveller engagement opportunities for airlines.
“Our Rich Merchandising portfolio adds a new string to the bow and will undoubtedly accelerate the already strong momentum airline merchandising is experiencing across all regions through our distribution channel,” said Pedro Espin, director of merchandising and personalisation at Amadeus.
“Travellers don’t just want the best price anymore, they want the best value. By displaying rich media across the travel agent’s booking flow, airlines can now bring consumers and travel agents up closer to the unique characteristics that define their brands and differentiate their travel offers, while ensuring they have all the information at hand in order to make the right purchasing decisions.”