flydubai taps Amperity to drive data-led retail shift

flydubai has selected Amperity's customer data platform as part of a wider programme focused on customer data management across its operations.

The Dubai-based airline said the partnership centres on unifying customer information from multiple systems and touchpoints. It also described the work as part of its broader transformation plans.

flydubai said airlines face challenges in customer data because orders can sit across different systems and travel agencies can provide limited information. It added that many passengers book without loyalty numbers or other consistent identifiers.

Amperity said its platform addresses those issues with identity resolution and an airline-focused data model. The company positioned the technology as a way to connect passenger information across operational systems in real time.

Offer-Order Shift

The airline linked the project to its plans for Modern Airline Retailing. It said it intends to move towards an Offer-Order-based approach across its commercial and operational processes.

"We have carried more than 120 million passengers since 2009, and we welcome millions of passengers every year as our network and fleet continue to grow. By leveraging Amperity, we aim to gain a deeper understanding of our customers' preferences and behaviours, which will ultimately lead to an overall improved experience at every touchpoint. Partnering with Amperity will enable us to transition to an Offer-Order-based ecosystem and have a unified, data-driven view of flydubai's customers and deliver more relevant and timely communications that meet their changing travel needs," said Mohammed Hareb AlMheiri, Chief Procurement & Technology Officer, flydubai.

flydubai also addressed security and governance requirements for passenger data. It said it manages data in line with international security standards and Dubai Electronic Security Centre requirements.

"We manage all passenger data in line with leading international security standards and the Dubai Electronic Security Centre's Information Security Regulation (ISR) framework. This ensures that we maintain robust safeguards to preserve the confidentiality and integrity of our systems," added AlMheiri.

Systems Integration

flydubai said it plans to use Amperity's Identity Keychain and multi-index Profile API. The airline said the tools will unify and retrieve customer data across a range of systems. These include passenger communications, airport check-in, in-flight recognition, customer service, and marketing.

The company described this as a single customer view used across both passenger-facing and operational teams. It said this approach will sit across marketing, communications, eCommerce, customer experience, and operations functions.

Amperity co-founder Derek Slager said airlines now deal with large volumes of fast-moving data generated before and during travel. He said that includes bookings information, loyalty details and day-of-travel interactions.

"flydubai is part of a new generation of airlines redefining what it means to be customer-centric," said Derek Slager, Co-Founder & CTO, Amperity. "Airlines need a platform that can handle the speed, scale, and data diversity of modern travel. With Amperity, flydubai can use every piece of data, from bookings and loyalty to day-of-travel interactions, to deliver personalised experiences."

Scale And Fleet

flydubai operates a network of more than 135 destinations across 58 countries. The airline said it operates 97 Boeing 737 aircraft across Next-Generation and MAX variants. It has carried more than 120 million passengers since it began operations in 2009.

Amperity said it works with more than 400 brands worldwide, including Virgin Atlantic, Dr Martens, Wyndham Hotels & Resorts and Reckitt. The company operates globally with offices in Seattle, New York City, London and Melbourne.

flydubai said the partnership forms part of its ongoing work on service innovation and digital-led experiences. The airline said it expects the programme to connect customer insights across its journey touchpoints and internal systems.