No two travellers are alike — and today’s airline marketers need the ability to respond to changing customer behaviour in real time. That’s why Adobe and Amadeus partnered to integrate the Adobe Experience Platform with the Amadeus Airline Platform. This powerful collaboration helps airlines build rich traveller profiles, automate personalised journeys and scale customer experience automation to deliver more relevant, timely interactions across channels.

Adobe and Amadeus first joined forces in 2018 through a strategic partnership aimed at helping airlines create more seamless and memorable digital customer experiences.

Now, this latest integration takes that collaboration even further — combining the global digital experience capabilities of Adobe with Amadeus’s deep understanding of the airline industry. The result is a flexible, data-driven foundation that empowers airlines to connect with travellers across all digital touchpoints and deliver experiences that meet rising expectations.

Better retailing could lead to a $45 billion windfall for airlines.

The airline industry is at a turning point and a massive opportunity is on the horizon. According to McKinsey, airlines could unlock as much as $45 billion in new value by 2030 by rethinking how they approach retail. That means going beyond selling tickets and leaning into personalised offers, dynamic pricing and smarter digital travel experiences.

To get there, airlines need to elevate their digital customer experience strategies. That includes integrating modern order management systems, offering more flexible payment options and bundling products and services in relevant and timely ways. This kind of retail-focused approach not only improves the traveller experience and builds loyalty, but it also increases revenue per passenger.

Some airlines are already delivering more customer-centric experiences. For example, using traveller data to offer personalised bundles at checkout — like extra legroom, priority boarding and in-flight Wi-Fi — based on past purchases and preferences. Others are experimenting with dynamic pricing on ancillary services like checked bags and seat upgrades and adjusting offers in real time depending on flight length, destination and traveller status. These personalised touches drive more conversions and make the experience feel curated rather than transactional.

The Adobe and Amadeus Airline Platform integration gives marketers the tools to deliver personalisation at scale, starting with data.

Adobe Real-Time Customer Data Platform integration allows for customised segment creation.

Airline marketers can create rich traveller segments in Amadeus Traveller DNA, the company’s traveller intelligence and personalisation solution, using attributes like preferred ancillaries, loyalty status and other real-time data points. These segments connect directly with Adobe Real-Time Customer Data Platform (CDP) — an enterprise-grade CDP built on Adobe Experience Platform — making it easier to activate first-party data and deliver smarter, more connected digital customer experiences.

Once the segments are set up, teams can use Adobe Experience Platform to build personalised offers and trigger real-time messaging based on traveller behaviour. That means no two groups see the same message at the same time, so every interaction feels relevant and timely. With this level of personalisation, each traveller’s digital journey can feel as customised as their Netflix homepage.

Thanks to this integration, airlines can move faster than ever to automate and personalise retail experiences across every digital touchpoint. With specialised airline tools in the Amadeus Digital, Data, Loyalty, Offer and Order suite, marketers can support a customer experience automation strategy that focuses on the needs of every traveller.

Automate digital experience with Adobe and Amadeus integration.

Advanced retargeting can bring new business scenarios and data-driven customer use cases to market faster. Automated processes allow airlines to easily reach more customers faster with customised and relevant marketing content delivered consistently at the right moment in the customer journey. For example, an airline could feed various Amadeus Traveller DNA segments to the Adobe Experience Platform to create and deliver rapid, relevant digital campaigns.

Adobe Experience Manager helps Lufthansa deliver personalised customer experiences.

The ability to meet rising customer expectations and deliver exceptional digital experiences is more vital than ever for the airline industry. Europe’s leading airline, Lufthansa Group, partnered with Adobe to transform how travellers engage with the brand. Using Adobe Experience Manager, part of Adobe Experience Cloud, Lufthansa revitalised its global website, lh.com, to deliver seamless, personalised digital experiences across every platform and device.

With a team of nearly 400 editors managing over 2,700 pages in 14 languages across 114 countries, Lufthansa needed a powerful solution to serve global audiences quickly and consistently. Adobe Experience Cloud helps Lufthansa launch new features faster, like personalised preflight details that help travellers stay informed and enjoy their trip — from upgrade offers and airport Wi-Fi instructions to in-flight meal previews.

“We want to offer new, exciting features to our customers sooner and to the highest quality possible,” said Karsten Kraemer, director, digital customer group portals at Lufthansa Group. “We want our customers to be able to access informative and inspiring content anywhere and on any device.”

This digital transformation doesn’t stop with Lufthansa. The company is also migrating two of its other airlines, SWISS and Austrian Airlines, to the same Adobe platform, creating a unified, consistent experience across the entire Lufthansa Group brand family.

“Competition in the airline industry for passenger loyalty is fierce, requiring world-class travel experiences that begin well before arriving at the airport or making a booking,” said Paul Robson, president at Adobe EMEA.

How customer experience automation can build loyalty.

Today, delivering a seamless digital customer experience is essential to remaining competitive. Airlines, like Lufthansa Group, are proving that thoughtful, responsive digital design plays a key role in building traveller loyalty and trust. Optimising digital touchpoints starts with the fundamentals — fast-loading websites, intuitive navigation and mobile-friendly interfaces, but personalisation requires deep, high-quality data.

Using data analytics and customer experience automation, airline marketers can tailor everything from product recommendations to upgrade offers in real time. Delivering responsive, accessible customer support across all digital channels — chat, app or email — also helps create a more connected and satisfying journey.

Other key features of a strong digital experience include secure and transparent transactions and flexible payment options. With more than 65% of consumers using digital wallets rather than physical cards, accepting mobile payments is vital for customer experience excellence.

Loyalty programmes are another valuable tool, turning one-time travellers into repeat customers by offering relevant rewards and exclusive perks tailored to their preferences.

The differences between digital customer experience and customer experience.

While often used interchangeably, customer experience and digital customer experience refer to distinct aspects of a brand’s relationship with its audience.

Customer experience includes every interaction a person has with a brand, including in-person touchpoints such as airport check-ins, on-board service or conversations at a service desk.

Digital customer experience, on the other hand, focuses only on interactions that happen through digital channels, like websites, apps, emails or chat.

In an increasingly mobile-first world, a slow, confusing or unreliable digital experience can quickly lose potential customers, especially when a competitor is just a few clicks away. Delivering first-class digital experiences means being fast, enhancing personalisation and meeting the customer where they are.

Getting started with Adobe Real-Time Customer Data Platform.

The Amadeus Digital Experience Suite enriches Adobe Real-Time CDP profiles, giving airline marketers deeper insight into traveller behaviour and preferences. This creates a powerful feedback loop where every digital interaction improves the next, driving smarter engagement and stronger results.

Travellers enjoy a seamless digital customer experience with relevant, personalised content delivered across every touchpoint. High-value customers can be rewarded through well-timed loyalty offers, helping airlines strengthen relationships and boost long-term retention.

Adobe and Amadeus are leading the way in customer experience automation for the travel industry — combining AI-powered solutions across marketing, analytics, advertising, commerce and digital experience management. The result is a unified, scalable platform that helps airlines deliver personalised experiences at every stage of the customer journey.

Learn more about Adobe Real-Time CDP.

Watch the overview video here.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/rtcdp