Wings Magazine

Amadeus powering Air Canada’s seat options for NA passengers

Delivering personalized choices and superior service to travelers today requires access to more than just airfares. With Air Canada’s implementation of Amadeus’ industry leading merchandising technology, the carrier is now delivering more ancillary options and service to travel professionals and their jet-setting travelers in North America.

March 9, 2017  By Amadeus

Travel agencies in the U.S. and Canada using the Amadeus System can now seamlessly access and book Air Canada’s Preferred and Advance paid seat offerings. Air Canada’s paid seat options offer travelers many comforts and peace of mind. With Preferred Seats, travelers have more space to relax, stretch out or work in comfort during their journey. Advance seat selection lets travel professionals secure the seat that best meets the needs of their Tango fare customers directly from the Amadeus seat map. Powered by Amadeus’ technology and unmatched distribution reach, Air Canada can optimally and easily market and sell these offerings, resulting in more and clearer options for travelers and greater efficiency and selling opportunities for travel professionals.

“Amadeus’ unique distribution technology platform will enable Air Canada to continue to evolve our complete range of products, fare families, and ancillary content. We are now able to provide the best merchandising capabilities for our agency partners in North America through Amadeus and help them maximize revenues and achieve new levels of customer satisfaction for travelers,” said Duncan Bureau, Vice President Global Sales of Air Canada.

For travel professionals, benefits include:

  • Elevating customer satisfaction by providing personalized, end-to-end travel arrangements featuring more choices and options. Proactively offer and book Air Canada paid seat options, from the Amadeus seat map, at the initial booking or after the ticket is issued.
  • Increased efficiency as booking Air Canada paid seat options follows the seamless, standardized Amadeus booking flow, saving time and reducing errors.
  • Staying competitive by expanding the range of content offered which helps retain and grow their business.

“Air Canada is a pioneer and innovator in the industry when it comes to merchandising and personalization. Their vision of personalized sales and improved customer service requires the ability to create tailored offers based on the traveler, and this can only be achieved through collaborative partnership and leading technology,” said Scott Gutz, President and CEO, Amadeus North America.


Air Canada is one of over 45 airlines offering Amadeus ancillary services and fare families to date in the North American marketplace.

And the partnership between Air Canada and Amadeus extends well beyond just merchandising. Amadeus provides the faring technology behind Air Canada’s direct reservation desk and also powers the recently unveiled, featuring a responsive design, improved booking flow and enhanced search options for travelers to deliver a best-in-class digital experience.


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