Altitude22: Singapore Airlines in the final stages of…

Singapore Airlines is in the final stages of testing dynamic pricing with agent partners as part of its NDC migration that will open up a broader range of products and services to the indirect channel.

Bryan Koh, divisional vice president of e-commerce and distribution, said at this week’s Amadeus Altitude22 airline executive summit that services previously only offered on its website will be available.

One example is ‘Book the Cook’, which offers business class and first class customers a wider range of over 100 meal options compared to the usual four.

“NDC is connected to our merchandising engine so we can implement a variety of merchandising techniques that are not possible with EDIFACT technology,” said Koh.

“We can dynamically adjust prices and offer discounts depending on who buys. Features that were previously only available on our website are now available on NDC.

“We are in the final stages of testing dynamic pricing in the indirect channel.”

Koh said migrating agency partners to NDC was challenging at first because of the amount of testing that was required and the Singapore sales force had to be involved in the trade.

But he said that having educated the airline team on how to encourage agents to adopt NDCs, it now takes around seven days to make the content available to a trading partner.

Koh urged the agents to “embrace the change.” Having been working with Amadeus on NDC for a year and a half, the operator has achieved 15% adoption globally.

“NDC can be very daunting at times, especially for front-line agents who are concerned with how to book accurately and efficiently,” Koh said.

Concerns remain about moving from cryptic to graphical interfaces, Koh admitted, and some service agents can’t do it in NDC, but he said much higher adoption than 15% was the goal.

“I am glad that Amadeus has revealed the future. We cannot work with you if you do not have a shared vision of the future.

“We are aligned with the vision and the strategy. On a work level, we have also adapted the way we work together. We have moved some of the custom development to develop our own NDC pipeline.

“We recognize that this is a long-term partnership, it’s like a marriage… you have to work together, you have to commit, you have to be accountable to each other.

“There will be many obstacles and bumps along the way, but we can do it together.

“We expect, demand and hope that Amadeus will continue to channel investment into NDC development to meet our aspirations and many airlines in the space for the broader good of the industry.”

Leave a Comment