How order management systems could create a new era of connected travel

In May, Finnair became the first airline in the world to create an order natively within an order management system (OMS), according to International Air Transport Association specifications. This is a historic milestone, as the order forms the basis of the retailing transformation in the airline industry and creates opportunities for closer collaboration to better serve travelers throughout their journey.

Why all the excitement about the new orders?

The move to orders is a game changer because it replaces several records with one digital representation of the passenger’s entitlements throughout the journey, which can be easily shared with other travel providers such as hotels, car hire companies, etc. For the first time, we will have all the information in one single place, that’s easy to keep up to date and covers the entire journey.

What will the change to orders mean in practice?

Perhaps the most obvious impact of this change will be flying without a ticket, but this isn’t only about reducing documentation. The real benefit for travelers is the simplicity of having their own “travel folder” where all services can be logged.

1. A travel folder that stores an entire trip

While today’s records were designed to support flight and adjacent products, airline orders cater to any type of product or service. We’re not only talking about seats, bags and transfers but also airport services, insurance products, ground transport and destination activities, like restaurants, tours, music concerts or sporting events. Any product or service can be stored as part of the order—if the airline sells flowers or Mini Cooper cars (as airBaltic did back in 2011), it can form part of the order.

2. Easier to plan complex travel

Rather than creating multiple bookings across several different websites, it will be possible to add multiple trips, on different routes, with different airlines, for different passengers, to the same single airline order. Multiple payment methods can be associated with an order, allowing friends and family to split the bill. This innovation will make it far easier to plan complex group travel, like for a wedding or a birthday, when guests arrive from different locations.

When complemented by the transformation of journey delivery and disruption recovery, order management will bring even further benefits:

3. Improved self-servicing

Travelers will be able to add or remove air or non-air services from their order easily and continuously at any point throughout their journey. If the traveler boards the plane and wishes to upgrade to business, they’ll be able to do it from their phone. This easy and ongoing retail relationship is new for the industry. For travelers, it means they’ll have the flexibility to update their trip or change services right up until each element has been delivered.

4. Simplified travel distribution

This new record contains more complete information about the services and suppliers involved in an order as well as a full itinerary and the payment methods used. This promises to make life easier for travel agencies who won’t need to change tickets and Electronic Miscellaneous Documents but instead will request an “order change.”

5. Proactive disruption management

Travel providers delivering a trip will be linked through the same record with real-time insights. In case of disruption, it means an airline will be able to automatically let a taxi company know to reschedule a transfer and a hotel to revise a stay. These new taxi and hotel options will be presented to the traveler with a simple “yes” or “no” confirmation option, and the order will be updated, ensuring all travel companies understand the new arrangements.

6. Boarding passes and confirmation emails replaced by a ‘journey pass’

Rather than carrying multiple documents, travelers will rely on a dynamic “journey pass” that draws on information from the order to replace boarding passes and confirmation emails. With a journey pass, the traveler and what they’ve ordered will be easily understood as they progress through the journey, e.g. airport, car rental or the hotel front desk. With the option to link this information to a chosen identifier, e.g. biometrics or a passport, it will be much easier for travelers to prove who they are and the services they’ve purchased.

That’s why many of us in travel technology are excited about the introduction of orders. This change in how IT systems work upgrades the nature of how information is structured and shared. When combined with artificial intelligence and open cloud technology, it also creates a host of opportunities for airlines to retail new types of services to their travelers. It is fundamental to the quality of service the industry is able to provide. Orders are the foundation for a better-connected travel experience.