Amadeus: Beyond airline loyalty programs to modern targeting techniques

Personalization has been used with great success at companies such as Amazon, Netflix and Pandora. According to eMarketer, almost half of online retailers found that personalization increased revenue in excess of 10%. Unfortunately, customization is also an area where the airline industry has been both leading and lagging behind. A leader with the launch of innovative loyalty programs in the 1980s, but behind in the effective use of it beyond that.