Amadeus has announced it has acquired the CRM and loyalty solutions division of Turkey-based Hitit Computer Services.
Hitit Loyalty is the market leader within the airline loyalty space, when it comes to customers.
The acquisition will lead to Hitit Loyalty’s operations becoming fully integrated into Amadeus’ Airline IT business.
At present greater than half Hitit Loyalty’s existing customers also are Altéa users.
The acquisition underlines Amadeus’ continuing investment in its growing Airline IT business.
It will allow Amadeus to expand and diversify its existing IT solution portfolio, while addressing airlines’ key business objectives relating to the expansion and function in their customer loyalty programs in addition to their broader customer-centric and personalization strategies.
Amadeus intends to exploit the purchase to drive a brand new IT revenue stream by adding and embellishing loyalty capability to optimise the attraction and retention of loyal airline customers inside the airline value chain and thru all stages and interactions of customers’ journeys.
This diversification will span airlines’ frequent flyer, corporate, partnership and alliance management needs.
Amadeus will in 2013 integrate Hitit Loyalty’s system with its Altéa suite.
This integrated offer may be further enhanced by 2015 to deliver even richer business benefits for airlines and their customers.
Hitit Loyalty products should be available both as an add-on module to Amadeus Altéa in addition to a stand-alone product, so as to help expand the company’s business with non-Altéa airlines.
Hitit Loyalty has a powerful management and R&D team that will stay in Turkey, joining the present Amadeus local team of developers and commercial support staff.
Apart from the Loyalty Division’s acquisition by Amadeus, Hitit Computer Services, will remain unchanged and should continue to function with the former shareholder structure, offering core airline solutions as before.