Finnair has gone live with the first ‘Native Order’ as the carrier continues to pioneer the industry with digital innovations and modern retailing capabilities.

Finnair chief executive, Turkka Kuusisto, earlier created the first native order on Finnair.com - booking a flight from Helsinki to London Heathrow.

Native orders are a foundational retailing capability that allow airlines to manage customer orders directly in a single record - aligned with IATA One Order directives – and a cornerstone for the traveller centric retailing transformation in the airline industry.

As the first airline globally to transition to this new model, Finnair is spearheading the industry-wide technology transformation from traditional booking methods like Passenger Name Records (PNRs) to ‘Offers and Orders’, paving the way for modern retailing and ultimately, a better experience for airline customers.

Finnair partnered with Amadeus, leading travel technology provider, to become the launch customer for Amadeus Nevio, an Offer and Order based solution built on modular and open technology.

This collaboration reinforces Amadeus’ commitment to delivering advanced retailing capabilities and the readiness to support pioneering airlines, like Finnair, with the transformation to offers and orders.

By doing this, Finnair aims to further modernise and simplify its processes across customer journeys, while also facilitating easier communication between the airline and its partners.

Other benefits of this industry-leading move include the ability to create personalised, frictionless experiences for customers at every touchpoint, giving Finnair the freedom, agility and security to transform, differentiate, and boost its business.

Tiina Vesterinen, Finnair vice president, digital customer and revenue, said: “The move to Offers and Orders supports our move towards modern retailing, enabling, for example, dynamic product bundles and enhanced ancillary sales, and improved relevancy to customers with personalisation in the future.

“This is a massive technological transformation, where everything changes: architecture, integration, data, applications, processes, ways of working.

“However, it is even more of a business transformation enabling us to re-think how we best serve our customers in the digital channels.

“We are excited about the opportunities that the change brings us and encourage all the parties in the industry to join the transformation.”