Thai Airways and Amadeus are extending their partnership to consolidate the airline’s retail capabilities. Under the new agreement, Amadeus’s technological solutions will be deployed to provide Thai with a solid foundation for Offer-Order.
Chai Eamsiri, CEO Thai Airways, said:
This technology investment represents a significant step in Thai Airways’ transformation. It strengthens our retailing capabilities, enabling us to offer passengers more relevant choices and a consistent experience across our digital channels.
The investment also establishes a strong foundation for modern Offer & Order management, allowing us to deliver a more intuitive and seamless booking experience, whether they engage with us via our website or mobile application.
Thai have selected three of Amadeus’s retail tech solutions: Altéa NDC, Air Dynamic Pricing, and Anytime Merchandising. Amadeus says these will allow the carrier to deliver smarter, more competitive pricing, personalised offers, and dynamic ancillary products. The goal is to make the Thai digital experience more seamless while also increasing revenue.
Javier Laforgue, EVP, Travel unit and Managing Director, Asia Pacific, at Amadeus said:
We are proud to support Thai Airways on its next-generation retailing strategy, bringing together NDC distribution, AI driven pricing, and merchandising for measurable commercial impact today, while laying the foundation for advanced Offer & Order technology.
This agreement is a milestone in our long‑standing cooperation, and we look forward to working hand in hand with Thai Airways on its transformation journey. Amadeus has a robust presence in Thailand where we will be able to work alongside the carrier to support them to achieve their business objectives.
Earlier in 2026, Amadeus announced another significant airline partnership with Lufthansa Group, whose member airlines will all deploy the company’s solutions for Offer-Order.
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