In a groundbreaking move for the aviation industry, Riyadh Air has announced a strategic partnership with FLYR, a leader in travel technology innovation. Together, they will launch the world’s first fully digitally-native airline, powered by FLYR’s advanced Offer and Order technology. This collaboration is set to transform how passengers experience air travel, by integrating modern retailing principles at every touchpoint, from booking to landing.
Riyadh Air, the national carrier of Saudi Arabia, is at the forefront of air travel innovation. By embracing new technologies, such as the International Air Transport Association’s (IATA) open architecture standards, it aims to deliver a highly personalized, seamless, and responsive journey for every traveler. The full scope of the digital guest journey will be unveiled at the Future Investment Initiative (FII) in Riyadh at the end of October 2024.
Revolutionizing Airline Retailing with Offer and Order Technology
At the heart of this transformation is FLYR’s groundbreaking Offer and Order technology, which modernizes the airline’s retailing and operations platform. By implementing this solution, Riyadh Air becomes the first full-service airline to run on a fully native Offer and Order system, empowering travelers with a digital-first approach to flight booking and trip management.
Key Benefits of the Partnership:
- Personalized Travel Experiences: Riyadh Air will leverage AI to provide customers with personalized offers throughout their journey. Whether it’s airfare, seat selection, baggage, or third-party products like hotel bookings or activities, the airline promises an integrated and tailored experience across all touchpoints.
- Unified Travel Journey: By adopting IATA’s ONE Order standard, Riyadh Air will consolidate all air and non-air products, such as flights, services, and third-party offerings, into a single, easily manageable order. This simplification of operations provides travelers with a seamless and transparent journey.
- Shopping Cart Functionality: For the first time, passengers will have the ability to book and modify their travel plans with the ease and convenience of a shopping cart experience, where all their needs—flights, hotel stays, car rentals, and other services—can be accessed and managed in one location.
This shift will not only redefine the airline’s internal processes but also fundamentally reshape the passenger experience, aligning with the digital expectations of today’s travelers.
Setting a New Standard for Airline Technology
Tony Douglas, CEO of Riyadh Air, emphasized the importance of innovation in this partnership, stating: “At Riyadh Air, innovation is at the core of everything we do. We are not just launching an airline; we are launching a new era of air travel. Our partnership with FLYR empowers us to harness the latest technologies to deliver a truly personalized and seamless travel experience, exceeding expectations at every step of the journey.”
With Riyadh Air’s customer-centric approach, FLYR’s technology enables the airline to introduce real-time, AI-powered product offerings, distributed across multiple touchpoints. Whether travelers are booking directly through Riyadh Air’s website, mobile app, or working with third-party travel agencies, they will receive consistent, customized offers that reflect their individual preferences and needs.
Alex Mans, Founder and CEO of FLYR, echoed Douglas’s sentiment, noting: “Riyadh Air embodies the future of air travel. This partnership represents a significant step forward for the airline industry, proving that airlines can say goodbye to legacy systems and welcome the future of retailing with Offer and Order. Together, we will set a new standard for responsive, personalized, end-to-end travel experiences.”
What Is Offer and Order Technology?
Offer and Order technology represents a shift away from traditional Passenger Service Systems (PSS), which have historically been limited in terms of flexibility and scalability. By adopting IATA’s Offer and Order management standards, Riyadh Air can manage the entire booking process—offers, orders, payments, and fulfillment—through a single, unified platform.
Key Components of Offer and Order Technology:
- Offer Management: Powered by AI, Riyadh Air’s system will allow the airline to create personalized travel offers for each customer. These offers include airfares, seats, baggage options, and ancillary services, as well as products from third-party providers.
- Order Management: Riyadh Air’s platform integrates all products and services into a single order, simplifying the traveler’s experience by unifying all purchases—airfare, seat selection, baggage, ancillaries, and more—into a single point of reference. This technology supports real-time modifications, allowing customers to easily manage their bookings as plans change.
- Shopping Cart Capabilities: Much like e-commerce platforms, Riyadh Air will enable travelers to modify bookings, add products or services, and finalize their entire travel plan in one transaction. This functionality applies to both airline products and third-party services like hotel stays, car rentals, and tours.
This revolutionary approach promises to enhance the customer experience by providing greater flexibility, transparency, and control over their travel itineraries.
Riyadh Air’s Vision for the Future of Air Travel
Riyadh Air’s goal is to provide a world-class air travel experience that blends technology, convenience, and luxury. The airline, which aims to be a major global player, is committed to a future of sustainability, customer satisfaction, and safety. As part of its digital-first strategy, Riyadh Air is building a modern fleet of aircraft that adheres to the highest environmental and safety standards. The airline’s partnerships with global carriers such as Delta Air Lines and Singapore Airlines ensure a smooth, connected travel experience for customers worldwide.
The unveiling of Riyadh Air’s digital guest journey at the Future Investment Initiative (FII) in Riyadh marks a significant milestone, where the airline will demonstrate how technology can redefine the air travel experience.
The Future Investment Initiative (FII): A Showcase of Innovation
The Future Investment Initiative (FII), set to take place at the end of October 2024, is Saudi Arabia’s flagship global investment conference. Hosted by the Future Investment Initiative Institute, the event brings together leaders from various industries, including finance, technology, and travel, to discuss and showcase innovative solutions for the future.
At FII, Riyadh Air and FLYR will reveal the full scope of their digital transformation, offering attendees a glimpse of the future of air travel. The conference will highlight how Riyadh Air is leveraging technology to create a fully digital airline, offering seamless, personalized experiences for travelers across the globe.
Conclusion: A New Era in Air Travel
The partnership between Riyadh Air and FLYR marks a watershed moment in the airline industry. By adopting Offer and Order technology, Riyadh Air is setting a new standard for digital-first airlines. This partnership promises to deliver the personalized, flexible, and convenient travel experience that modern consumers expect.
With AI-powered personalization, seamless integration of third-party services, and the convenience of shopping cart functionality, Riyadh Air is poised to redefine the customer journey from booking to landing. As the airline prepares for its official launch, the world will be watching closely to see how this innovative approach shapes the future of air travel.
The upcoming reveal at the Future Investment Initiative will provide more insights into how Riyadh Air plans to lead the charge in the next generation of air travel. Through its collaboration with FLYR, Riyadh Air is not just embracing the future—it is defining it.
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