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TUI Implements Amadeus Navitaire Stratos Airline Retailing Platform

TUI Adopts Amadeus Navitaire Stratos to Transform Airline Retailing
TUI Airways has forged a strategic partnership with Amadeus’ airline technology division, Navitaire, becoming a launch customer for the newly introduced Navitaire Stratos platform. This advanced airline retailing solution is tailored for low-cost and hybrid carriers, utilizing cloud-native architecture, AI-driven personalization, and contemporary e-commerce principles to revolutionize how TUI designs, sells, and manages its digital channels.
Modernizing Airline Retail with Navitaire Stratos
The Navitaire Stratos platform is engineered to comply with the latest global standards in airline retailing, notably the IATA Offer and Order framework. This framework replaces traditional booking and ticketing methods with a dynamic, retail-inspired model that enables airlines to generate real-time, personalized offers and manage the entire customer journey through a single order. Moving away from static fares and booking classes, this approach simplifies distribution, enhances product differentiation, and grants airlines greater control over pricing, bundling, and customer relationships across all sales channels.
Stratos introduces a shopping cart-centric experience that replaces legacy transactional systems. TUI customers can now search for offers, save their selections, and complete purchases with real-time pricing. The platform’s AI capabilities provide tailored recommendations and seamlessly integrate third-party services such as car rentals, activities, and accommodation directly into the booking process.
Digital Transformation Amidst Economic Challenges
This technological advancement is part of TUI’s broader digital transformation strategy, which also includes the deployment of a new wireless in-flight entertainment and connectivity system. Passengers can now stream movies, send WhatsApp messages, and book destination activities while airborne. Mirco Fiumene, Chief Marketing Officer of TUI Musement, highlighted the benefits of this integration, stating that it not only inspires guests to envision their destinations but also empowers them to begin shaping their trips during the flight.
Despite these innovations, TUI faces a challenging macroeconomic and geopolitical environment that has led the company to adopt a more cautious revenue outlook for 2026, falling short of some market expectations. In response, TUI has initiated a cost-reduction program targeting $290 million in savings by 2028 to mitigate potential risks associated with the platform’s implementation.
Competitive Landscape and Future Outlook
TUI’s digital ambitions come amid intensifying competition, with rivals such as Fiji Airways advancing their own digital capabilities. Fiji Airways has successfully integrated Amadeus with Salesforce Data Cloud, leveraging AI-driven innovation to enhance operational efficiency and customer engagement. These developments underscore the pressure on TUI to ensure its digital transformation yields measurable benefits.
Peter Glade, Chief Commercial Officer of TUI, expressed confidence in the company’s direction, describing the Navitaire Stratos platform as a cornerstone of their modernization efforts. He emphasized that Stratos will enable TUI to deliver contextual and relevant offers, including ancillary services, while elevating retail capabilities through intelligent recommendations, dynamic offers, and a user-friendly shopping cart experience.
Cyril Tetaz, Executive Vice President of Airline Solutions at Amadeus, echoed this optimism, underscoring the platform’s potential to enhance customer experience and generate value for both TUI and its passengers.

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