Amadeus and Virgin Holidays have signed a broad ranging technology partnership that will utilise the latest advances in fares and shopping technology.

The new agreement will see Virgin Holidays migrate its online and call centre reservations to Amadeus, as well as the introduction of new fares and shopping solutions that are designed to boost sales conversions by offering the best fare ‘findability and bookability’ thereby improving the overall customer experience.

The system migration to an enhanced Amadeus booking environment took place in October as the culmination of this first phase of the technology agreement.

The two companies will then work in partnership to streamline data across multiple systems and improve processes through increased automation.

Wayne Perks, product & commercial director at Virgin Holidays said: “As a hugely popular brand with the travelling public, we wanted to ensure that the Virgin flair, which is so evident throughout our customers’ holiday experiences, is present in the trip planning and shopping stages.

“The only way to make this happen is by using best-in-class technology. Our aim is to make the pre-departure shopping and booking an enjoyable and stress-free precursor to enjoying the actual holiday.

“That’s why we are working with Amadeus to ensure that our customers will always be able to access the best fares on offer, and they will be able to do this effortlessly thanks to the advanced new technology we are installing.”