Log in as member to watch full episode. 00:00 Introduction • 03:07 What major trends are you seeing in the loyalty industry? • 07:18 How is Amadeus leveraging data and technology to meet evolving traveller expectations? • 11:02 How does Amadeus integrate personalisation and dynamic rewards into loyalty solutions?
AmadeusAmadeus Loyalty & Traveller Experience Solutions Interview: Generative AI & Personalisation as a foundation of successful loyalty programs. Episode 1 of 2. (Full episode)
Timeline:
00:00 Introduction
03:07 What major trends are you seeing in the loyalty industry?
07:18 How is Amadeus leveraging data and technology to meet evolving traveller expectations?
11:02 How does Amadeus integrate personalisation and dynamic rewards into loyalty solutions?
Transcript:
0:35 Dilek Glenister, GLO: Hello everyone. It’s my pleasure today to interview David and Filiz from Amadeus, who have recently joined the Global Loyalty Organisation (GLO). This marks a significant milestone for Amadeus, highlighting their commitment to the future of loyalty rewards and customer experience. Just a little background on GLO before we begin the interview: the Global Loyalty Organisation is a truly international association for loyalty programme operators, technology providers, and solution providers. It covers the full spectrum – airlines, hospitality, retail, payments – and we are building a leading platform for industry collaboration, knowledge sharing, and innovation. Amadeus has made substantial investments in its loyalty and customer experience solutions, and we’re very proud to have them as a GLO member, contributing insights on innovation and customer engagement. With that, I’d like to hand over to Filiz and David. Could you please introduce yourselves to our audience?
1:44 Filiz Fidan, Amadeus: Thank you very much, Dilek. Thank you for the opportunity today – I’m really excited about this partnership. I’m Filiz. I’ve been in the airline loyalty industry for more than 16 years now. I’ve been with Amadeus for 12 years and currently lead the Loyalty Solutions team. For the past two years, I’ve had the pleasure of working with a very dynamic and inquisitive group of product managers. Over to you, David.
02:13 David Rodrigues Rocha, Amadeus: Hi, I’m David. My background is in management consulting and customer experience within the travel sector. I’ve worked with clients across South America, Switzerland, Germany, and France, focusing mainly on high-value customers – from travel agencies to operators, hotels, and, more recently, airlines.
I’ve now been with Amadeus for 10 years, having worked in various roles across product management, product marketing, and strategy – including in areas such as PSS, revenue integrity, fraud management, and more recently customer experience, loyalty, NDC, and airline retailing. I currently head up the Customer Excellence Product Marketing team – a team of senior product marketers managing the end-to-end traveller experience for airlines, including loyalty and rewards.
03:05 Dilek Glenister, GLO: Thank you, David. I’d like to pose the first question to you. The Global Loyalty Organisation conducts an annual study into global loyalty trends, and we’ve seen significant changes over recent years. What major trends are you currently seeing at Amadeus?
03:27 David Rodrigues Rocha, Amadeus: Yes, definitely. We’re seeing a big trend around generative AI. It’s impossible to start this conversation without mentioning it. 2024 has really become the year of exploration for generative AI. Our customers have experimented with travel assistant tools, booking experiences, contact centre support, and so on – and some of these initiatives have already gone live.
Looking ahead to 2025, we expect to see a major shift towards scaling these initiatives. But the big gap that remains is trust – trust in AI in general, and specifically in generative AI. Travellers are using it for inspiration, like discovering destinations or loyalty perks, but in premium leisure and luxury travel, there’s still a strong preference for human assistance.
There’s a need to build trust – both in terms of the traveller experience and in how businesses use AI for operational efficiency and decision-making.
Personalisation is another key area – both at scale and in greater depth. We’re seeing increased interest in corporate loyalty as business travel rebounds. Subscriptions, à la carte benefits, emotional loyalty, and even loyalty programmes that don’t rely on points are gaining traction. And of course, sustainability remains a strong theme – making loyalty programmes more environmentally conscious and transparent.
That’s the overall landscape we’re observing, and we’re actively supporting our clients in navigating and capitalising on these trends.
07:16 Dilek Glenister, GLO: Thank you, David. That’s very much in line with what we’re hearing from our members. Everyone is talking about AI and how to integrate it – but many programmes are still running on legacy systems. They’re struggling with data collection, analysis, security, and how to actually deliver hyper-personalised experiences. Which brings me to the next question – for Filiz.
As one of the leading tech providers in the loyalty space, how is Amadeus using data and technology to meet evolving traveller expectations – particularly in terms of the end-to-end, seamless journey?
07:43 Filiz Fidan, Amadeus: Thank you, Dilek. This ties in nicely with what David was saying about personalisation. First and foremost for us is customer centricity. At Amadeus, we always start with the customer and work backwards – focusing on understanding the traveller and their experience. We identify pain points and opportunities across both the traveller’s and the airline’s perspectives.
Thanks to our access to massive volumes of data across the airline ecosystem and community, we’re well positioned to act on this. As a leading technology provider in the industry, we leverage this data in several ways.
We use advanced customer segmentation and machine learning to deliver highly personalised services, ensuring high engagement across all touchpoints. Our investments in AI not only improve the customer experience but also enhance operational efficiency – supporting seamless integration with existing airline systems.
Another key focus is platformisation. We’re committed to multi-channel strategies – using online platforms, mobile apps, and even physical airport touchpoints to connect the full travel ecosystem. With the shift towards retailing, we’ve expanded our data sources, working with strategic partners like Salesforce, Adobe, and Microsoft, as well as using anonymised data.
This ensures we maintain a holistic view of the traveller while upholding stringent data security standards – particularly important in the loyalty context.
Lastly, our technology strategy prioritises modularity over siloed systems. We want to ensure alignment between business needs and technical capabilities. This approach supports our broader product portfolio and reflects our commitment to delivering a cohesive, flexible platform for our airline partners.
11:00 Dilek Glenister, GLO: Thanks, Filiz. Before we dive deeper into the technology offerings, I’d like to return to David for a moment.
Personalisation, particularly hyper-personalisation through AI, has been a top trend in our global studies. Everyone is investing in it. So, David – how does Amadeus approach personalisation and dynamic rewards in your loyalty solutions, and how do you support your clients in enhancing customer engagement?
11:48 David Rodrigues Rocha, Amadeus: That’s a great question. Personalisation has definitely become more concrete over the past year. At Amadeus, we view it from multiple angles. There’s the traditional focus on sales and marketing – personalising offers. But we believe personalisation needs to go much further – into the end-to-end brand interaction and customer experience.
Our solutions enable our clients to personalise not just offers, but the entire customer journey – increasing both revenue and brand loyalty. This is done by sharing data intelligently across systems and touchpoints throughout the travel experience.
We provide tools like ‘Traveller DNA’, which compiles 360-degree traveller profiles – combining loyalty data, CRM data, and more – to build a strong foundation of customer knowledge.
This allows for personalisation in everything from merchandising and ancillary services, to operational support. For instance, we have solutions like Amadeus Travel Ready, which streamlines document verification, and – with our acquisition of Vision-Box – we now support biometrics at airports, enhancing the travel experience even further.
We’ve also begun deploying generative AI for personalisation during the shopping and inspiration phase – helping suggest destinations or services using advanced segmentation. It’s shown great results so far, and we expect it to scale further – not only improving experience and engagement but also cutting costs for clients through things like automated content creation.
In short, we see personalisation not just as a sales tool, but as a full-scale engagement strategy – one that runs across the entire traveller journey and helps build long-term brand loyalty.
Watch Part 2 in the Episode 2 on GLO.
Source: GLO / Amadeus
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