Thai Airways Taps Amadeus to Power a New Era of Smarter Airline Retailing

(NEWS) MADRID, Spain, 2026-Feb-4 — /Travel PR News/ — Amadeus has deepened its long-standing partnership with Thai Airways International, rolling out a new suite of retailing technologies aimed at modernising how the airline creates, prices and distributes its offers. Based on details shared in official announcement, the collaboration is designed to deliver immediate commercial gains for Thai Airways while laying the foundation for a more advanced Offer & Order management model in the years ahead.

Under the expanded agreement, Amadeus will deploy three integrated solutions — Altéa NDC, Air Dynamic Pricing and Anytime Merchandising — to support Thai Airways’ transition toward next-generation airline retailing. According to official information, the technologies will enable the carrier to present more consistent, personalised and context-aware offers across both direct and indirect sales channels, improving how passengers experience search, booking and ancillary purchasing.

Altéa NDC will act as a centralised distribution touchpoint, allowing Thai Airways to design and control richer offers across multiple channels while aligning with emerging industry standards. Air Dynamic Pricing will apply AI-driven models to adjust fares in real time based on demand, inventory and booking context, with Amadeus noting that similar implementations have delivered average revenue uplifts of more than 3%. Meanwhile, Anytime Merchandising will support dynamic, personalised ancillary offers throughout the customer journey, from initial shopping to post-booking interactions.

Thai Airways’ Chief Executive Officer Chai Eamsiri described the investment as a significant step in the airline’s broader digital transformation, highlighting its potential to deliver more relevant choices, greater consistency across digital platforms and a smoother end-to-end experience for travellers. Amadeus, in turn, characterised the agreement as a milestone in its partnership with the carrier, emphasising its ability to combine NDC distribution, AI-driven pricing and merchandising into a single, integrated ecosystem.

The deal reflects a wider shift within the aviation industry toward retail-style models that prioritise personalisation, dynamic pricing and digital offer management. As Thai Airways continues to modernise its commercial systems, Amadeus’ technology is expected to play a central role in strengthening both customer experience and revenue performance across the airline’s global network.