Eurostar and Amadeus Build on Their Relationship to Drive Online Rail Sales

Eurostar and Amadeus build on their relationship to drive online rail sales

Travellers love to go by rail. It’s fast, comfortable and ensures a direct arrival right to the heart of the destination city. For a traveller looking for trip inspiration, making a quick and easy online air/rail comparison is vital - followed by a simple booking process.

Being available on major travel websites, was a special attraction for Eurostar, the high speed rail operator connecting London, Paris and Brussels. Working closely with Amadeus and lastminute.com as their launch partner, Eurostar implemented Amadeus Rail Web Services to connect to hundreds of thousands of potential customers. The result? Eurostar has exceeded its sales target in the first year throughlastminute.com .

Business context A challenging industry An outdated product Selling railways online is challenging. A consumer can go to Eurostar’s E-connect product enabled them to connect to all any travel website and purchase practically any air product their travel industry partners. However, IT development was across the globe. But while consumers seamlessly buy other not their core business and Eurostar was not willing to invest travel services online, why is it not possible for rail? in a product at the end of its life cycle. E-connect’s flexibility for OTAs (Online Travel Agencies) also had limitations as it was Difficulties arise because of different rail company rules only able to display a certain number of train fares in any one and in the wide and complex range of fares, products and screen per day. Eurostar began the search for a partner that concepts that railways offer. In the rail industry all players understood their business. That partner was Amadeus. want standardisation. However, most railways would like the rest of the industry to adhere to their own standards. Eurostar’s relationship with Amadeus dates back to 2006 when Eurostar decided to sell its products through the A lack of standardisation and co-operation is the biggest airline display of the GDS and Amadeus built a gateway into challenge for the industry and probably the biggest challenge that environment. In addition, Amadeus has a very strong in selling rail online across Europe. Amadeus is working partnership with SNCF, Eurostar’s majority shareholder, hard to make buying rail online easier for the consumer so was already known for expertise in rail. by bringing the airline model into the rail industry. “Eurostar met with a lot of other suppliers but it is fair to “Eurostar sees the online channel as important, both say that Amadeus demonstrated that they understood for their own website and also travel agency partners. the business, the OTAs and the rail industry best.” Having a product which is able to connect our services in order for customers to buy online is absolutely vital. Darren Williams The world has moved on from buying offline products.” Head of Sales at Eurostar International Limited Commercial The solution: objectives Amadeus Rail Web Services Eurostar is a train operating company and not a Amadeus Rail Web Services enables railways to distributor of rail or a technology provider and connect to the whole digital market place through therefore wanted a partner who could fill this one single connection to Amadeus, thus helping them gap in an independent way. to compete more effectively with other transport modes and to increase bookings in both existing and The project was time constrained with a very definite new markets. It makes rail services a more visible deadline to launch first onlastminute.com . Meeting choice for the prospective traveller, giving them a that deadline was important to all parties. In the true choice of travel options and an easy way to end, an agile approach ensured that the project was compare them. completed two weeks ahead of the agreed deadline. Amadeus Rail Web Services enables companies to build their own rail booking and reservation engine. They select the train services, fares and inventory that they’d like to sell. They can then access aggregated rail content making it quick and easy to find the best-priced fares.

© 2016 Eurostar International Ltd. All Rights Reserved Methodology Great team work Together with Amadeus’ commercial and legal teams, the contract was turned around in just three to four months. Eurostar was informed at every stage of the project what was happening as well as when it was going to happen. The relationship between the three companies was strong throughout the project.

“The project management was absolutely first class. Amadeus is a big global multi-national but the people there are extremely approachable and professional. Doing business was easy and likewise with lastminute.com we have a great relationship. When issues did arise, it really was Eurostar rail offer seamlessly integrated intolastminute.com booking flow a collaborative approach to solving what were shared problems.”

Testimonial “I think that Amadeus have really taken a lead on their competitors with Rail Web Services. I know of other train companies that are using this tool already and I am sure there will be more in the pipeline. I would happily endorse the work that Amadeus has done.” © 2016 Amadeus IT Group SA

Sales: Eurostar has doubled their Speed: E-connect and the way it Flexibility: The new product is a lot sales targets on lastminute.com in connected to Eurostar’s inventory was more flexible. E-connect was only the first year since the platform has cumbersome. The new product was able to display a certain number been available. This success can be set up via a layer called WDI (Web of rail products and only within explained by lastminute.com doing Development Immersive) which also a certain display time frame. a great job selling Eurostar, as well powers part of the Eurostar website. With Amadeus Rail Web Services, as benefiting from the superior Selling is a lot faster. Eurostar is able to display and functionality of the new product; sell every available product. For with more choice, easier comparison Eurostar and also lastminute.com and a smoother booking flow. this was key, delivering wider choice to the customer.

“I think everybody came out of this a winner. When you have three partners there is a possible tension in all three pulling in different directions. That didn’t happen. I think that’s a real testament to all three teams getting the right results for all us.”

Darren Williams is Head of Sales at Eurostar International Limited. His role encapsulates all third party sales globally: he looks after corporate clients, TMCs, leisure partners and also global sales agents. Before that he caught the travel bug, travelling extensively around the world teaching English before returning to the UK and deciding to join the travel industry. He has been with Eurostar for 20 years. © 2016 Amadeus IT Group SA