Friday, May 16, 2025
Via Philippines, a leading player in the travel distribution industry, has announced a strategic partnership with Amadeus, a globally renowned travel technology provider. The collaboration marks a significant step in transforming the company’s business-to-business (B2B) travel ecosystem, allowing it to seamlessly integrate Amadeus’ cutting-edge technology solutions into its nationwide booking infrastructure.
This strategic move is set to modernize and automate Via Philippines’ operations, positioning the platform to better serve its extensive network of over nine thousand travel agents across the country. By embedding Amadeus’ travel APIs and content distribution systems, Via Philippines aims to deliver faster, smarter, and more efficient services to travel professionals, creating new opportunities in a fast-evolving market.
Digital Transformation in the Philippine Travel Sector
With this agreement, Via Philippines is embracing a broader trend of digital transformation in Southeast Asia’s travel sector. As travel rebounds across the region, demand for agile and scalable solutions is surging. The integration with Amadeus equips Via Philippines with robust tools to simplify travel bookings, optimize workflow efficiency, and enhance user experience across both desktop and mobile interfaces.
This partnership allows Via Philippines to access Amadeus’ expansive inventory, which includes flights, hotels, car rentals, rail options, and other travel-related content. This means agents using Via’s proprietary applications and booking engines will benefit from real-time availability, competitive pricing, and personalized offers tailored to customer preferences.
Empowering a Nation-Wide Travel Network
Operating one of the largest travel distribution networks in the Philippines, Via’s platform is relied upon by independent travel agents, SMEs, and corporate partners. With Amadeus’ powerful back-end technology now integrated, these agents can expect smoother operations from the point of sale to post-booking services.
The implementation includes features such as smart automation, customizable search filters, seamless booking management, and improved reporting tools. These innovations will significantly reduce manual processing time, allowing agents to focus more on customer engagement and value-added services.
Unlocking New Revenue Streams
In addition to operational efficiency, the Via-Amadeus partnership opens the door to diversified revenue opportunities. Travel agents can now cross-sell and upsell more effectively by leveraging dynamic packages and bundled offers. Access to Amadeus’ rich data insights further enables agents to make informed decisions and better anticipate traveler needs.
Moreover, this integration supports ancillary service bookings—such as extra baggage, preferred seating, in-flight meals, and travel insurance—within the same workflow, creating a more convenient and profitable ecosystem for travel sellers.
Enhancing Travel Agent Competitiveness
For travel agents in remote and provincial areas of the Philippines, the new platform enhancements are particularly significant. Many of these agents previously faced limitations in accessing competitive travel content due to fragmented or outdated systems. The Amadeus integration provides them with the same cutting-edge tools and content access enjoyed by their counterparts in urban centers, leveling the playing field and fostering inclusive growth within the industry.
A Step Toward Regional Leadership
This partnership also signals Via Philippines’ ambitions beyond national borders. With a strong foundation now backed by Amadeus technology, the company is well-positioned to explore regional expansion across Southeast Asia and tap into high-growth emerging markets.
By adopting Amadeus’ flexible and scalable cloud-based infrastructure, Via Philippines can easily replicate its model in new territories, rapidly onboarding agents and establishing localized travel solutions. This strategic alignment not only strengthens the company’s position within the Philippines but also paves the way for broader regional influence.
Shared Vision for the Future
Both Via Philippines and Amadeus are aligned in their commitment to innovation, digital empowerment, and customer-centricity. This collaboration is not just a technology upgrade—it’s a transformation that redefines how travel content is accessed, booked, and experienced across the Philippine travel industry.
As the travel landscape continues to evolve, partnerships like this demonstrate the critical role that advanced technologies play in ensuring long-term competitiveness, resilience, and sustainability for travel intermediaries.
Ramesh Samineni, President, Via Phillippines, said: “As the leading travel technology provider in the region, we are delighted to build our partnership with Amadeus today. As our growth in the Philippines and beyond continues to accelerate, we are confident that Amadeus technology will enable us to automate and streamline business operations so our agents can focus on delivering exceptional customer service. Our partner agents will also benefit from access to a wide range of travel content so they can provide customers with a complete end-to-end travel experience.”
Ramona Bohwongprasert, Senior Vice President, Southeast Asia and Inside Sales, Travel Sellers, Asia Pacific, Amadeus said: “This partnership with Via Philippines marks a significant milestone for both parties, as we formalized an agreement which will elevate the technological capabilities of one of the leading business-to-business travel sellers in Asia. Amadeus’ technology will offer the company the tools it needs to more effectively meet the ever-changing needs of travelers across the region.”
As part of the newly signed partnership, Via Philippines will transition all of its international travel bookings to Amadeus’ advanced systems. This move is set to unify its global booking operations under a more agile and scalable infrastructure, enhancing efficiency and performance across its agent network.
In addition, agents connected to Via Philippines will now gain seamless access to Amadeus’ New Distribution Capability (NDC) content. This integration enables them to search, book, and manage NDC-enabled flight offers from a wide range of participating airlines—all within a single streamlined interface. By consolidating multiple airline offerings into one transaction flow, travel agents can deliver faster, more customized services to their customers.
Established in 2010, Via Philippines holds the distinction of being the country’s first business-to-business travel portal. It offers a unified digital platform that integrates both hospitality and airline booking services, enabling agents to handle comprehensive travel itineraries with ease and precision.
