SAS has implemented Amadeus' AI-based pricing solution Air Pricing Optimization (AAPO) across its entire route network. According to Amadeus, the technology has already increased revenues by an average of over three percent in the first markets where the solution has been implemented.
The solution uses artificial intelligence and real-time data to continuously adjust ticket prices based on demand. Instead of traditional booking classes, prices can be adjusted more gradually, providing travelers with a more predictable and transparent purchasing experience.
For SAS, the technology also means a reduced need for manual price adjustments, while the airline maintains control over its pricing strategies.
“At SAS, we have a vision to deliver a seamless and flexible experience throughout the entire booking process. The implementation of AAPO is part of that ambition and contributes to strengthening customer satisfaction, improving commercial performance and supporting our transformation into modern airline sales,” says Erik Westman, Chief Revenue Officer at SAS.
SAS describes the initiative as part of the company's work to develop a more customer-centric and data-driven sales model.
“With Amadeus Air Pricing Optimization, SAS can offer more continuous and contextual pricing that breaks with traditional booking classes. This strengthens traveler confidence while optimizing revenue,” says Maher Koubaa, Executive Vice President Travel Unit and Managing Director EMEA at Amadeus.
The solution is used both on the SAS website and in NDC-compatible sales channels.
