Amadeus Acquires Airline Loyalty Solutions Provider Hitit Loyalty
Amadeus, a technology partner for the travel industry, has acquired the CRM and loyalty solutions division of Turkey-based Hitit Computer Services. The deal integrates Hitit Loyalty's operations into Amadeus' Airline IT business.
Amadeus has announced the acquisition of the CRM and loyalty solutions division from Hitit Computer Services, a Turkish company. Hitit Loyalty is reported to be the market leader in airline loyalty programs based on customer numbers.
The integration of Hitit Loyalty's operations aims to expand and diversify Amadeus' existing IT solution portfolio within its Airline IT business. The acquisition is intended to create a new revenue stream by enhancing loyalty capabilities, focusing on optimizing customer attraction and retention for airlines. This move addresses key business objectives for airlines regarding customer-centric strategies and personalization.
Amadeus plans to integrate Hitit Loyalty's systems with its Alt a suite during 2013, with further enhancements expected by 2015. The combined offering will provide richer business benefits for airlines and their customers. Hitit Loyalty products will be available as an add-on module for Amadeus Alt a users and as a standalone product for airlines not using the Alt a suite.
The acquired Hitit Loyalty division, to be renamed Amadeus IT Services, Turkey, will retain its management and research and development team in Turkey. Hitit Computer Services' other business areas will remain unchanged.