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Connecting to content the Amadeus view

Tim RussellManaging Director

Amadeus UK & Ireland

TTI Autumn Conference22 September 2009

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Agenda

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� GDS: the original content aggregators

� Content fragmentation

� The future is Open

� Business strategies to support content goals

� Airline

� Hotel

� Web Services

� The impossible dream?

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The original content aggregators

� It started with airline reservations (CRS)

� The addition of car, hotel and rail made the GDS the tool of choice for business travel

� Along came the web enabling what seemed to be easier, “cheaper” direct distribution

� Some hastily predicted the demise of the GDS in a wired (www) world

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The muddy waters of content fragmentation

� For the first time, Low Cost Carriers gave travel agents a reason to use the web

� Providers invested in enhanced user interfaces for direct connect (e.g. car rental)

� Agents could no longer be sure of getting the best room rate for their customer without checking online

� Leakage meant content was flowing in the wrong direction!

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The future is Open Systems

� From proprietary TPF systems we could see the necessity to migrate to Open System architecture

� There’s no future in trying to go it alone, pretending to be all things to all people

� There’s benefit in focusing on core strengths and partnering with complementary travel technology companies

� That way we’ll get the best content and integrate it within the efficient GDS environment

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Amadeus supported systems

2008 2011

TPF, MVS, VM

UNIX, LINUX, Windows

Unisys, BS2000

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Our airline content strategy

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Securing airline content

� Development of new distribution solutions for LCCs (e.g. Amadeus Ticketless Access)

� Pursue full content agreements – preferably without additional POS fees

� Work with 3 rd parties to deliver solutions offering web and agency fares (e.g. Ypsilon AG and Travelfusion)

� And for airlines – reduce the gap between GDS marketing capabilities and web

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Benefits� Allows airlines to

communicate effectively with agents and differentiate themselves

� Facilitates real-time, high impact targeted promotions

� Can be deployed on a worldwide basis or selectively to travel agent(s)

� Provides additional information on the airline’s product and services to influence choice

Flight Features & Banners

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Creating a virtuous circle

Become Airline’s preferred platform to reach TAs worldwide

Further enhance value proposition for TAs to book airline content

Improve TAs competitive positioning and enhance

functionality

Integrate key features and benefits of the direct channelA

irlin

esTr

avel

Age

ncie

s

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Securing hotel content

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� Pro-actively added unique and smaller independent properties for increased choice

� Promoted participation in Best Available Rate programme to increase confidence

� > 75% of properties are included

� Studied B2C online hotel booking applications to see how to incorporate user-friendly design

� Researched the market to determine what was deterring leisure bookers

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� Working with bed banks to develop Hotel Store launch partner: Transhotel

� Agents access the new content from within the front office Amadeus Selling Platform

� Instantly adds another 50,000 properties

� Solution integrates with the Passenger Name Record for back office hand-off

� Offers prepayment facility and commission taken before customers checks in at the hotel

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Integrating new hotel content

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Two-way content & information flow

� The GDS houses a wealth of content that can be utilised by 3 rd party developers

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500 airlines

80,000 hotels

17 cruise lines

32 car companies

Railway operators

Fares & Pricing

Application developers

Online Travel Sites

Meta Search engines

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Web Services: an Open Door to content

� No platform / language / framework dependency� Use Java, C#, C++, Javascript, PHP or whatever you want!

� No need to deliver a proxy for every platform

� No software deployed� Open standard:

� Plenty of tools available

� Most popular IDEs integrate web services functionality ( .net, eclipse, etc.)

� New services immediately available� The customer doesn’t need to wait the proxy to be deployed

� Ease of use� Lower development costs

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Web Services Technical ArchitectureA new ‘door’ to Amadeus content

ServicesIntegrator

Web ServicesAccess Point

Air

Logon&

Security Server

Services Integrator is our new enterprise service bus

We support both intranet and internet public access to our platform!

A Web Services Access Point is the entry point for the client system

Hotel

Car

Ticket

Fare

Queue

Profile

Inventory

DCS

Client

Server

InternetSOAP / https

IntranetSOAP / http

WSDL+

Doc

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Full content – the impossible dream?

� We’re not chasing full content

� We need to deliver relevant content to our travel agency customers

� Integration is crucial to improve agent workflow

� Content integration improves efficiency, reduces costs and improves accuracy

� We’re working towards the super PNR – a single master trip record housing all booking related information & content

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Thank you

Any Questions?