The renewal of the partnership between Jet2.com and Amadeus could have a greater impact on travel agencies than it initially appears. Behind this technological agreement, the two groups are primarily seeking to address a profound transformation in the market: airlines now want greater control over the distribution of their offers while simultaneously enhancing the sales experience for agencies.
According to the press release published by Amadeus, travel agencies connected to the Amadeus Travel Platform will now have access to a wider range of fares and additional services offered by Jet2.com.
Summary
Why this agreement between Jet2.com and Amadeus is strategic
The expanded partnership notably includes better integration of Jet2.com content via Amadeus' Ticketless Access technology.
In practical terms, agencies will have easier access to:
enhanced tariff categories;
baggage-related options;
seat selection services;
as well as other features directly integrated into agency workflows.
According to the press release, this development aims to streamline the distribution of the airline's content to partner distributors.
The subject is far from trivial in a context where companies are seeking to further develop the sale of additional services and to better personalize their offers.
Jet2.com wants to better promote its leisure offerings
Jet2.com has been experiencing strong growth in the UK leisure travel market for several years.
The company now operates from 14 bases in the United Kingdom, including London Gatwick, which was recently added to its network, and currently serves nine French destinations.
According to Doug Turner, General Manager, 3rd Party Supply and Distribution at Jet2.com, this new agreement will allow agencies “to offer their clients complete experiences”.
Behind this statement, we can see above all a strong trend in air transport: companies want to sell more than just the plane ticket.
Revenues from baggage, seats, premium options and ancillary services now represent a significant part of the business model of many airlines.
Why Amadeus is strengthening its position in travel retail
The press release also highlights the integration of Jet2.com's latest Ticketless Access API into the Amadeus Travel Platform.
This technological development allows, in particular, a smoother distribution of the company's content within the tools used by travel agencies.
According to Frédéric Saunier, Senior Vice President Airline Distribution at Amadeus, this partnership should allow agencies to access “in a simple and reliable way” the most requested content from Jet2.com.
In the travel retail sector, technology platforms like Amadeus are now seeking to remain central in the distribution of content from traditional, low-cost and leisure companies.
The personalization of offers and the integration of additional services are gradually becoming major issues for tourism distributors.
What travel agencies need to monitor
This announcement primarily illustrates a broader transformation of air distribution.
Companies are seeking to gain better control over their commercial content, while agencies need to integrate increasingly dynamic and personalized offerings.
For tourism professionals, technological developments around booking workflows, APIs and enriched content are gradually becoming strategic issues.
According to the press release, Amadeus' stated objective remains to simplify distribution while enabling airlines to expand their commercial reach.
Sources
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