Amadeus is looking at ways to use Web 2.0 technology to help its airline partners convert more bookings on their websites through personalisation.

The GDS has already used the technology to help airlines' customers track and use their airline miles and is now looking at the next steps to improving the online experience, save costs for suppliers and enable increased self-service for consumers.

Amadeus e-travel global director for suppliers and agencies Philippe der Arslanian said the company was looking at creating more simplicity for consumers such as booking from one screen and incorporating social computing elements.

The distribution giant conducted some national research in the US to see what additional services travellers would like to see online and 46% said they would be interested in a function enabling them to book with friends and share the shopping experience.

"It's not so much within the older age category but up to 60% of young travellers, aged between 15 and 34, would be interested in the feature and we're investigating whether that means getting together with friends to book and travel or is it arranging a family gathering."  

Der Arslanian added that Amadeus could use Web 2.0 technology to segment airlines' websites for those who just wanted to make a simple booking and people who want to use miles, do some affinity shopping and share the whole booking experience.   

by Linda Fox