SAS enhances revenue with Amadeus AI-powered pricing
Scandinavian Airlines (SAS) is implementing Amadeus Air Pricing Optimization (AAPO) across its network. The AI-driven system has already increased revenue by over 3% in initial markets, improving pricing transparency and the customer shopping experience.
London – Scandinavian Airlines (SAS) is now utilizing Amadeus Air Pricing Optimization (AAPO) throughout its entire flight network. This artificial intelligence and real-time data-powered solution has already delivered an average revenue increase of over 3% in the initial markets where SAS deployed the system on its website and NDC-enabled channels.
The AAPO system is designed to dynamically optimize airline fare pricing in response to demand and market conditions. This approach aims to create smoother price evolution, avoiding abrupt changes between booking classes, which is intended to enhance the passenger shopping experience and build confidence in flight pricing. For SAS, the solution also reduces the need for manual price adjustments, allowing teams to focus on higher-value activities.
SAS Chief Revenue Officer Erik Westman stated that implementing AAPO aligns with the airline's vision to provide an optimal and flexible shopping and booking journey for passengers. "This ultimately strengthens customer satisfaction, improves commercial performance, and advances our broader retail transformation goals," Westman said.
Amadeus noted that SAS is leveraging AAPO as part of its strategy to capture the opportunities of modern airline retailing and respond in real-time to demand and context. Maher Koubaa, Executive Vice President Travel Unit at Amadeus, highlighted the company's role in integrating AI within the travel industry. "We are helping the industry embrace AI with integrity and trust," Koubaa stated.