National Carrier Saudia Leverages Amadeus Smart Bridging to Modernize Airline Retailing

(IN SHORT) Amadeus has enabled Saudia to convert traditional PNRs and e‑tickets into single, dynamic Order records, positioning the carrier among the first worldwide to operationalize this approach. Each Order consolidates all services a guest purchases, offering Saudia real‑time visibility to deliver personalized offers, tailored pricing, and fully digital servicing. The transition leverages Amadeus’ smart bridging from the Altéa PSS to the Nevio platform, ensuring continuous operations. Saudia and Amadeus executives highlight this as a pivotal step toward data‑driven retailing and enhanced guest experiences.

(PRESS RELEASE) JEDDAH, Saudi Arabia, 2025-Jul-16 — /Travel PR News/ — Amadeus has empowered Saudia, the Kingdom of Saudi Arabia’s national airline, to pioneer a shift from traditional Passenger Name Records (PNRs) and e‑tickets to unified Order records—making Saudia one of the first carriers globally to operationalize this capability. Each traveler’s booking is now represented as a single, dynamic Order that captures every purchased service, from flight seats and baggage to in‑flight amenities and partner offerings.

By consolidating these elements into one live Order, Saudia gains a real‑time, comprehensive view of guest purchases, enabling highly personalized service at every interaction—whether booking, payment, fulfillment, or post‑travel support. This foundation unlocks flexible fare options, bespoke pricing, and fully digital servicing while maintaining seamless continuity with existing systems.

This transformation was achieved through Amadeus’ “smart bridging” solution, which migrates legacy Altéa PSS data into the new Nevio retailing platform without disrupting ongoing operations. As a result, Saudia can immediately benefit from advanced order management capabilities as it accelerates its digital retailing journey.

“Embracing a single Order approach gives us unprecedented insight into our guests’ complete journey and purchase history,” said Arved von zur Muehlen, Saudia’s Chief Commercial Officer. “This is the cornerstone of a truly connected travel experience and reflects our commitment to excellence in guest care and technological leadership.”

Maher Koubaa, Executive Vice President of Amadeus’ EMEA Travel unit, added, “Saudia’s adoption of smart‑bridged Orders sets a new benchmark for airline retailing. This milestone accelerates their path to traveler‑centric innovation and underpins a suite of advanced retailing features.”

Teams from Saudia and Amadeus will continue collaborating in joint innovation centers to unlock the full potential of modern retailing concepts and technologies, ensuring passengers benefit from an ever‑improving digital ecosystem.

Media contact:
Joanna Seymour-Taylor
Head of Communications EMEA, Amadeus
joanna.seymour-taylor@amadeus.com

SOURCE: Amadeus IT Group SA