SITA today announced that Etihad Airways, the national carrier of the United Arab Emirates, has introduced the IT provider’s innovative new fare pricing software in a move to ensure the best fares for its passengers.

In a five-year deal, Etihad will manage its fares using SITA Airfare Insight which is part of the Horizon portfolio of solutions.

Desi Barkhuizen, Vice President of Revenue Management, Etihad, said: “The SITA pricing system will significantly enhance Etihad’s fares management process, as well as enable us to react quickly to changes in consumer behaviour and market conditions. These efficiencies mean we can offer our guests bespoke price products that cater to their individual needs and requirements in a timely manner and through a variety of distribution channels.”

Rapid fluctuations in public, private, and internet fares, combined with the fact that there are more than 100 million active fares worldwide at any one time, means that airlines need an instant and clear picture of what competitors are doing in the market. SITA Airfare Insight monitors the market and provides the tools to make and execute decisions quickly, and to automatically distribute the resulting prices.

Hani El Assaad, SITA Regional Vice President Middle East and North Africa, said:  “The sophisticated analytical technology of SITA Airfare Insight allows Etihad to identify the right fares for all their sectors while competing with other airlines in the region. By pinpointing the best price points Etihad Airways will bring the most competitive fares to travellers while increasing its overall revenue.”

Etihad Airways joins other leading airlines including British Airways and Cathay Pacific that use SITA Airfare Insight to analyse and manage their fares across multiple departments such as revenue management, sales, and outsourced pricing distribution. This approach ensures that the right fares are distributed at the right time, to the right customer.