Etihad Airways is making moves to improve the experience of its passengers through the deployment of a new digital platform.
The national airline of the United Arab Emirates has signed an agreement with IT consulting firm, Cognizant, to push for digital transformation across the airline and its equity partners.
The three-year, multi-million dollar deal is designed to help Etihad Airways define its digital strategy and transform guest experience along a their travel journey across the group.
As part of the deal, Cognizant will conduct a study of Etihad’s business and technology footprint in an attempt to build a new digital ecosystem, setup multi-channel distribution, identify specific customer demographics and develop personalised marketing techniques.
According to a company statement, the process will assist Etihad Airways and its equity partners to better understand guest’s needs.
By combining this research with streamlined best practices, processes and technology, the airline said it will provide guests with customised offerings, tailored travel solutions, and enhanced experiences throughout their journey based on loyalty status and personal preferences such as product and service features, preferred seating, meal choices and holiday destinations.
Through the digital engagement process, the airline said it will be able to unlock new revenue streams, enhance its brand and build new commercial models.
Etihad Airways chief commercial officer, Peter Baumgartner, said the airline’s guests were increasingly turning to digital channels to connect with the organisation.
The airline’s chief information and technology officer, Robert Webb, described the partnership as core to Etihad’s technology and innovation strategy, and would empower the carrier and its equity partners to redefine an exceptional digital guest experience that matches the inflight and on-ground experience.As part of the engagement, Cognizant will manage Etihad Airways’ existing Web applications and portals and integrate them into the new digital platform. A new Digital Centre of Excellence will also be established to drive innovation with the airline.