Etihad Airways Lands Cognizant Digital Deal

Etihad Airways Cognizant

The three-year partnership will help the airline define digital strategy and reimagine the guest experience across the group

National United Arab Emirates aviation giant, Etihad Airways, has entered into a strategic partnership with information technology, consulting, and business process outsourcing services provider, Cognizant, to drive digital transformation across the airline and its equity partners.

The three-year multi-million dollar deal is set to aid Etihad Airways in its efforts to define its digital strategy whilst reimagining the guest experience across the group. The collaboration is aimed at strengthening the brand’s digital strategy as well as technology, industry, and experiential design expertise.

The support service provider is slated to conduct a comprehensive study of the carrier’s current business and technology footprint to outline and operationalise a best-in-class digital ecosystem which enables multi-channel distribution, customer persona segmentation, and personalised marketing techniques.

Using targeted data and customer insights, Cognizant will seed a better understanding of traveller needs. Combining research with streamlined best practices, Etihad will be in a position to provide customised offerings, tailored travel solutions, and enhanced journeys based on a guest’s loyalty status and personal preferences.

These include product and service features, preferred seating, meal choices, and holiday destinations. The capabilities invite new revenue streams to enhance the brand and its building of fresh commercial models. Existing web applications and portals will be managed to integrate each into the tweaked digital platform.

“The partnership helps us define a superior digital experience roadmap to enhance the customer journey from planning to booking, in the airport and on the plane. It will also improve loyalty by attracting and engaging with guests in new and innovative ways,” said Peter Baumgartner, Chief Commercial Officer of Etihad Airways.