TUI will be launch customer for Amadeus’ Navitaire Stratos AI-powered airline retailing platform
December 17, 2025
TUI Airways has signed a strategic technology agreement with Amadeus‘ airline technology arm Navitaire to become a launch customer for Navitaire Stratos, a next-generation retailing platform for low-cost and hybrid airlines.
Using modern retailing principles, cloud-native technology, and AI-enabled personalisation, the agreement will transform how TUI designs, sells, and manages its digital channels.
Navitaire Stratos supports IATA Offer and Order framework
Navitaire Stratos supports the latest global standards in airline retailing, including the IATA Offer and Order framework.
By replacing traditional booking and ticketing processes with a more online-retail-like model, the IATA Offer & Order framework modernises travel sales and management. Instead of using static fares, booking classes and passenger name records (PNRs), airlines create dynamic, personalised offers in real time and manage the customer’s journey through a single order, similar to e-commerce outside aviation.
The framework is intended to simplify distribution, enable greater product differentiation and ancillary sales, and give airlines more control over pricing, bundling and customer relationships across all sales channels.
Amadeus’ Navitair Stratos replaces legacy transactional systems with a shopping cart-centric experience that mirrors the e-commerce journeys travellers expect.
Using TUI’s new digital retail experience, customers can search for offers, save selections, and complete purchases with up-to-date pricing. The platform offers AI-optimised personalisation for tailored offers and seamless access to third-party services (such as car rentals, activities, and accommodation) directly on the airline’s website.
TUI’s digital transformation advances
The adoption of Navitaire Stratos is part of TUI’s broader digital transformation, which includes introducing a new wireless in-flight entertainment and connectivity platform that enables passengers to watch movies, send WhatsApp messages, and book activities at their destination.
“By integrating our curated portfolio directly into the in-flight platform, we not only inspire guests to dream about their destination but also empower them to start shaping their trip while still in the air,” Mirco Fiumene, Chief Marketing Officer of TUI Musement, said of the IFE platform. “It’s a seamless extension of the TUI experience, digital, personalised, and designed to make every moment of the journey count.”
With Navitaire Stratos’ cloud-native, open architecture, TUI plans to increase offer agility, accelerate ancillary and third-party sales, and improve overall customer satisfaction throughout the travel planning and purchasing process.
“We are on a journey to build the most modern airline commercial setup in the industry,” said Peter Glade, Chief Commercial Officer of TUI. “Navitaire Stratos will be a cornerstone of this transformation. Jointly, we will bring even more value to our customers and further improve the traveller experience. With Stratos, we will be able to create contextual and relevant offers for travellers, including ancillaries. It will elevate our retailing capabilities with intelligent recommendations, dynamic offers, and a shopping cart that makes it easy for customers to convert their selections into an order or save them for later.”
Cyril Tetaz, Executive Vice President, Airline Solutions at Amadeus, added: “As the group transitions from our New Skies solution, close collaboration on a shared long-term roadmap will ensure business continuity, while helping shape the next-generation Offer and Order solution of reference for low-cost and hybrid carriers.”
TUI InfoTec, the group’s dedicated technology arm, will support TUI’s rollout of Navitaire Stratos, ensuring a phased, controlled transition from existing systems.
The airline’s early adoption of Stratos positions TUI to compete with greater differentiation, AI-powered personalisation, and an enhanced digital shopper experience as the industry embraces IATA’s Offer and Order principles and adopts retail-centric architectures.
Featured Image: TUI Group
