Amadeus, a leading travel technology partner and transaction processor for the global travel and tourism industry, announces today that SAS is distributing Europ Assistance cancellation insurance products through its website www.flysas.com using the Amadeus e-Commerce suite, the industry’s most widely adopted e-commerce platform comprising e-Retail, e-Merchandising and e-Servicing solutions that allow for a comprehensive shopping, booking and servicing experience.

Amadeus technology permits SAS customers to add cancellation insurance to their flight booking in a simple and quick way on the airline website. The buying experience is completely integrated in the booking process, thus, the traveller does not need to input any extra information, as flight and payment details are automatically pulled out from the original booking.

Robert Chamberlin, Head of Insurance, Amadeus, said: “We are delighted that SAS can benefit from Amadeus e-commerce technology to improve and streamline the processes involved in selling cancellation insurance to their customers on their website while maximizing the airline’s revenue potential. This is a win-win situation for all parties: the implementation of the travel insurance programme requires minimal investment and yet generates immediate benefits, while offering customers a seamless purchase experience. Furthermore, storing the insurance segment in the Amadeus PNR allows for full integration with their back office system.”
Michele Lorenzon Vos, Director of International Sales & Marketing at Europ Assistance Group commented: “Our objective,together with Amadeus, is to bring a straightforward, cost-effective travel insurance solution to airline customers. An invaluable solution to any traveller, travel insurance is also a competitive cross-sell opportunity for any airline. The travel insurance offer at the time of the air ticket purchase, provides benefits to customers, representing an attractive revenue stream for airlines.”

According to the Forrester report “Cross-Sell Your Way to Profit” commissioned by Amadeus,  third-party revenue – like insurance products - is likely to represent 2.5% of total provider income by 2015 - or $25 million for a $1 billion revenue company.

SAS successfully migrated to Amadeus e-Commerce in October 2010.