Amadeus Acquires Hitit Loyalty

keyboardAmadeus reports it has acquired the CRM and loyalty solutions division of Turkey-based Hitit Computer Services. Hitit Loyalty is the market leader in the airline loyalty space, in terms of customers, Amadeus says.

The acquisition will result in Hitit Loyalty’s operations becoming fully integrated into Amadeus’ Airline IT business. At present more than half of Hitit Loyalty’s existing customers are also Altéa users.

The acquisition underlines Amadeus’ continuing investment in its growing Airline IT business, the company said. It will allow Amadeus to expand and diversify its existing IT solution portfolio, while addressing airlines’ key business objectives related to the growth and performance of their customer loyalty programs as well as their broader customer–centric and personalization strategies.

Amadeus said it intends to use the acquisition to drive a new IT revenue stream by adding and enhancing loyalty capability to optimize the attraction and retention of loyal airline customers . This diversification will span airlines’ frequent flyer, corporate, partnership and alliance management needs.

Hitit Loyalty products will be available both as an add-on module to Amadeus Altéa as well as a stand-alone product, which will help expand the company’s business with non-Altéa airlines, Amadeus said.

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