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Finnair Introduces Ancillary Bundles and Expands Sustainable Aviation Fuel Use

Finnair Advances Retail Innovation and Sustainability Initiatives
Finnair has announced significant developments in both its retail offerings and sustainability commitments, reflecting the airline’s strategic response to evolving industry demands. By launching new ancillary bundles through Amadeus’ latest retail platform and expanding its use of Sustainable Aviation Fuel (SAF), Finnair aims to enhance customer experience while addressing environmental challenges and regulatory requirements.
Transforming Customer Experience with Dynamic Ancillary Bundles
In May 2025, Finnair became the first airline to fully adopt Amadeus’ ‘native order’ technology, replacing fragmented legacy systems with a unified customer record. This digital transformation enables the airline to offer more sophisticated, retail-style products and marks a notable advancement in airline retail innovation.
The airline introduced its inaugural ancillary bundles in September, initially offering a package that combines seat selection with in-flight Wi-Fi at a discounted rate during booking. This offer, first available in select European markets, is set to expand across all Finnair routes later in the autumn. Unlike traditional static bundles, Finnair’s approach leverages the new booking platform to create dynamic, personalized combinations. This innovation paves the way for future bundles that may include lounge access, meals, and priority boarding.
Historically, airlines managed multiple records for a single journey—separate files for bookings, tickets, and each add-on service—often resulting in inefficiencies, particularly during disruptions. The consolidation of all elements into a single digital order now allows passengers to add extras seamlessly, while enabling Finnair to manage changes and rebookings more efficiently. This system also lays the foundation for a future “journey pass,” which could replace tickets, boarding passes, and receipts with a single digital file.
Expanding Commitment to Sustainable Aviation Fuel
Parallel to its retail transformation, Finnair is scaling up its SAF program with the goal of increasing voluntary SAF purchases by 50% in 2025. This effort aligns with the European Union’s mandate requiring a minimum 2% SAF blend in aviation fuel at EU airports, a threshold that is expected to rise to 70% by 2050. Since late 2024, passengers have had the option to co-fund SAF during booking, with the first customer-supported purchase completed in July 2025.
In September, Finnair extended its SAF initiative to corporate and cargo clients through the Finnair for Business SAF service. Utilizing a ‘book-and-claim’ system, companies receive audited certificates for sustainability reporting, reinforcing Finnair’s broader investment strategy in SAF and supporting corporate environmental commitments.
Addressing Industry Challenges Amid Transformation
Finnair’s integrated focus on digital retail innovation and sustainability unfolds against a backdrop of industry-wide challenges. Fluctuating SAF production forecasts, regulatory complexities, and competitive pressures may influence the pace and scale of these initiatives. Environmental groups are expected to scrutinize the effectiveness of SAF programs, while shifting consumer preferences continue to drive demand for greener travel options. Competitors are likely to respond with similar digital and sustainability efforts, including partnerships with fuel suppliers to secure SAF availability.
As the aviation sector intensifies its pursuit of sustainability and digital transformation, Finnair’s approach positions it at the forefront of these trends. However, the airline will need to navigate ongoing regulatory, market, and environmental pressures to sustain its progress.

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