Gulf Air and Amadeus strengthen bond


Committed to recovery, Gulf Air and Amadeus have bolstered their alliance by extending their partnership.

The Bahrain-based carrier is incorporating new capabilities into its operations in partnership with Amadeus, complementing its current distribution and loyalty technology, in order to better meet the needs of travellers.

Gulf Air will be making use of ‘Amadeus Airline Fare Families’, which enables airlines to showcase the full value of their travel offers, allowing travel professionals to easily view all possible options. This includes the details of services included in a fare or offered at a charge, as well as the applicable fare conditions. For travel retailers using Amadeus technology, a unique, proactive upgrade facility will help drive revenue for both the travel agency and Gulf Air, and will allow customers to enjoy the flexibility and comfort that is important to them.


Being able to provide visibility to travel professionals and travellers about all the fare conditions applicable to each travel option – such as refunds or ticket exchange rules – are key to improving customer service and traveller satisfaction, especially during these trying times. The airline will also be making use of ‘Amadeus Rich Merchandising’, which will assist it with differentiating and showcasing its products and services in a rich, compelling manner by displaying images and media to travellers and travel professionals at the critical shopping and booking stages. This enables travel agents to propose the travel options that best match the needs and preferences of customers.

Chief commercial officer, Gulf Air, Vincent Coste declared: “Our partnership with Amadeus is going from strength to strength. We are pleased to extend our existing cooperation to include Amadeus Airline Fare Families and Amadeus Rich Merchandising. We are proud of the products and service we provide, and this technology will enable us to better showcase our differentiated offer to our customers. As travelers return to the skies, we are confident that these technologies will help drive even greater customer satisfaction.”

Also commenting was executive vice president, airlines – Middle East, Turkey and Africa, Amadeus, Maher Koubaa: “Gulf Air is a valued and longstanding customer, and we already work closely on a number of strategic areas including distribution and customer loyalty. With so much choice and innovation taking place in the aviation industry, forward-thinking airline partners such as Gulf Air are using our merchandising solutions to win travellers’ hearts and wallets.”