Avianca transforms customer acquisition by partnering with Amadeus for SEO services

September 14, 2022

Last updated: July 13, 2023

2 Min read

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Robert Mulet

Director eCommerce and Ancillary Revenue, Avianca

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When Avianca and Amadeus first got together, there was no Twitter, no cloud, no HTML5, no NDC. The very first iPhone had been on the market for only six months when the tie-up was announced in 2007. Such a lot has changed since then.

Today,Avianca relies on Amadeus technology for operations, IT, and direct and indirect distribution.

Together, we worked on a strategy ahead of travel's recovery from the COVID-19 pandemic. We believe that our focus on delivering the best possible end-to-end experience will be even more important for passengers when the skies re-open fully.

As part of this, we also upgraded the search, shop, book, and pay experience and laid the foundations for Avianca.com to become both inspirational and transactional. Avianca.com is the first contact with us for many new customers, so the website needs to be easy to find, engaging, and quick. Returning and regular travelers have different demands – simplicity, remembering who they are, fast and secure payment.

To ensure we maximize the acquisition of customers onto Avianca.com, we expanded the scope of our partnership with Amadeus. Avianca wasthe first airline in Latin America to implement NDC with Amadeus and is one of the first to tap into the expertise of theAmadeus Digital Acquisition service team . In partnership, we developed an ambitious digital acquisition strategy for Avianca, laser-focused on search engine optimization for our brand dotcom.

You can find details about the collaboration in thiscase study released today. Spoiler alert – it worked. Within a year, Avianca.com was appearing for the first time in 2021 in the top three of Google’s search results for more than 300 of the most important non-branded transactional keywords, like “vuelos baratos ", improving its visibility relative to its global and regional competitors in Colombia.

Amadeus had already helped us overhaul the website before letting loose the Amadeus SEO experts. The new and improved website is now more easily found in our home market of Colombia by potential and repeat travelers. We're so pleased with the improvements that we are extending our partnership and are working with Amadeus to improve our SEO standings in our most strategically important overseas markets - the US, Brazil, and Spain.

The recovery is fragile, but we know that our website is strong enough for us to approach the short and medium-term with confidence in its visibility and the user experience it offers.

And we are also confident that the relationship with Amadeus across our airline will continue to deliver bottom-line benefits and help us give travelers an experience they'll remember.

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