Bangkok, Thailand – Thai Airways International has expanded its partnership with Amadeus to strengthen its airline retailing capabilities and prepare for modern offer and order management.
The agreement covers the deployment of Altéa NDC, Air Dynamic Pricing, and Anytime Merchandising, supporting both short-term commercial objectives and longer-term transformation plans.
Through these systems, Thai Airways is expected to provide more consistent and relevant offers across direct and third-party sales channels. Real-time pricing aligned with demand patterns and inventory availability is intended to support competitive fare setting, while enhanced merchandising capabilities are designed to present ancillary products in a more timely and context-aware manner throughout the customer journey.
“This technology investment represents a significant step in Thai Airways’ transformation. It strengthens our retailing capabilities, enabling us to offer passengers more relevant choices and a consistent experience across our digital channels,” Chai Eamsiri, chief executive officer of Thai Airways, stated.
“The investment also establishes a strong foundation to deliver a more intuitive and seamless booking experience, whether they engage with us via our website or mobile application.”
Altéa NDC will be used as a distribution and retailing interface, enabling the airline to manage and deliver enriched offers across channels while aligning with emerging industry standards. Air Dynamic Pricing will apply automated pricing models to adjust fares dynamically based on booking conditions and availability.
Meanwhile, Anytime Merchandising will support the presentation of ancillary services through integrated, multi-channel workflows, with the aim of maintaining consistency across customer touchpoints.
“We are proud to support Thai Airways on its next-generation retailing strategy, bringing together NDC distribution, AI-driven pricing, and merchandising for measurable commercial impact today, while laying the foundation for advanced offer & order technology,” Javier Laforgue, executive vice president, travel unit and managing director of Asia Pacific at Amadeus, shared.
The combined implementation is intended to improve operational coherence between pricing, distribution and merchandising activities, while establishing a technical framework for future developments in offer and order management. The initiative forms part of Thai Airways’ broader digital modernisation efforts, with a focus on improving decision-making, streamlining retail processes and supporting sustainable growth across its network.
