Singapore Airlines (SIA) has integrated Amadeus Altéa NDC and Amadeus Anytime Merchandising (AAM), to accelerate digital transformation and enhance its retailing capabilities. These solutions have been in implementation since June 2018, and SIA has been part of Amadeus’ NDC-X program since coming on board with Altéa NDC in 2017. Singapore Airlines Senior Vice President Sales and Marketing, Campbell Wilson commented: “We are pleased to partner with Amadeus in deploying Amadeus Anytime Merchandising (AAM). One of the many components powering our personalization capability, AAM allows the application of business rules and artificial intelligence to customize airfares and optional extras based on

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