Amadeus Goes The e-Ticketing Way

Anindita Chattopadhyay-New Delhi

It may be a matter of a few years before e-ticketing becomes the norm in India, as competition between the CRS majors to offer e-tickets hots up. After Galileo India was given the BSP certification for issuing e-tickets in August 2003, Amadeus India has now joined the club to take hi-tech travelling forward. From March 12, 2004, travel agents (5,000 to start with) working with Amadeus have been be able to avail the new offering.

Amadeus has partnered with 11 leading international airlines including Air France, British Airways, Singapore Airlines, Delta Airlines, American Airlines, KLM, Cathay Pacific, Lufthansa German Airlines, Swiss International, Northwest Airlines and United Airlines, who would be using Amadeus electronic ticketing server to serve as their back-end integrating system. As a preparatory initiative, Amadeus has trained 3,500 CISF (Central Industrial Security Force) personnel in Delhi, Kolkata, Mumbai, Chennai and Bangalore in handling of passengers with e tickets, its feasibility and acceptance. Announcing the rollout of e-tickets, Ankur Bhatia, managing director, Amadeus Indian Subcontinent said, "Once an agent confirms reservation, an electronic ticket will be generated and sent across to the traveller by email or fax along with itinerary receipt, which the traveller would then use as a reference while checking in. The model permits agents to securely transmit ticketing information directly to an airline's database." Incidentally, Galileo India has recently added eight more international airlines, including Air New Zealand, Virgin Atlantic, Qantas Airways, South African Airlines, Air Canada, Continental Airline, Cathay Pacific and Delta Airlines to its existing e-ticketing network of 12 international airlines.

So who benefits from this paperless travelling system? All parties in the travel equation, it seems. "The system," pointed out Bhatia, "is beneficial for passengers, travel agents, as well as airlines. For passengers, fear of loss or theft of paper ticket will go and the check-in time will be shorter. With paperless ticket, airlines can cut ticketing cost by 80 per cent, as cost of a ticket is expected to fall under US$ 1 from the current US$ 7, ensure data security at all time and check status of passengers in real. While agents cut distribution cost with no delivery of physical tickets and access to critical passenger data gives them the flexibility in modifying the ticket at any point in time." According to Seema Luthra, president and CEO, Galileo India, "Airlines clearly see the benefit of promoting e-ticketing and have joined hands with Galileo India to popularise the concept among travel agents through attractive promotions. Agents from Guwahati to Jallandhar are issuing e-tickets."

Interestingly, even as 40 per cent of all American travel and 15 per cent of all global travel is through e-tickets, the CRS companies are struggling to convince visa authorities not to insist on physical tickets for procuring a visa. However, they are confident that visa authorities will see reason and the concept will catch up soon

"Technology catches up fast in India. Moreover, delivery and logistic being a problem for sheer size of the country will help to enhance the process. By end 2004, 11-15 per cent of bookings generated will translate as e-tickets," said Bhatia. "The travel pattern in India is 70 per cent corporate and 30 per cent leisure. The future of e-ticketing is bright because business/corporate travellers are mostly tech-savvy and it offers greater flexibility to make changes in the itinerary and do last minute bookings," added R Srikrishna, marketing manager, Galileo India.

However, despite the cut in ticket cost, none of the airlines are interested to reduce the price of tickets. Instead some are giving lucrative offers on their frequent flier programs to e-ticket customers. For instance, Lufthansa is offering 500 additional miles to e-ticket holders. The groundwork for rolling out e-tickets in domestic network is being completed by both companies.