Finnair Ushers in a New Era of Digital Aviation with the World’s First Native Order and Reinforces Its Leadership in Travel Innovation

Finnair, the national carrier of Finland, has taken a major step into the future of airline retailing with the successful introduction of the world’s first “Native Order.” On May 5, 2025, Finnair’s CEO, Turkka Kuusisto, made history by placing the first order via Finnair.com, Finland’s largest eCommerce platform, booking a flight from the airline’s Helsinki hub to London Heathrow. This groundbreaking accomplishment positions Finnair as a leader in the aviation sector’s digital evolution, driving the transition to contemporary retailing methods and technological advancements.

Transforming Airline Retailing with Native Orders

Native orders are a foundational development in airline retailing, enabling airlines to manage customer transactions directly in a single, integrated record. This innovation is in line with the International Air Transport Association (IATA)’s One Order initiative, which is set to redefine how airlines handle customer orders by consolidating them into one seamless process. The implementation of this technology marks a significant departure from traditional methods, such as Passenger Name Records (PNRs) and e-tickets. It represents a major step towards a more customer-centric and digitally integrated approach to air travel.

The shift to Native Orders provides airlines with a unified view of customer transactions, from flight details to service preferences and personal information. This simplifies the process for both the airline and its customers, offering a more streamlined, efficient, and secure experience. Instead of dealing with multiple, disjointed documents such as PNRs and e-tickets, a single integrated order will combine all relevant information in one place.

As the first airline globally to adopt this approach, Finnair has positioned itself as a leader in the industry’s transformation. The airline’s decision to adopt Native Orders demonstrates its commitment to offering an enhanced and more personalized travel experience for its passengers. By doing so, Finnair hopes to set a new standard in the airline industry, moving away from outdated systems and embracing a more modern, flexible, and customer-centric retailing model.

Collaboration with Amadeus for a Seamless Transition

To bring this innovative solution to fruition, Finnair has joined forces with Amadeus, a prominent provider of travel technology services.

The two companies have collaborated to launch Amadeus Nevio, a platform based on Offer and Order technology, built with modular and open architecture.
This collaboration not only supports Finnair’s transition to the Native Order system but also positions Amadeus as a key player in the ongoing digital transformation of the airline industry.

By partnering with Amadeus, Finnair is able to leverage the latest in retailing technology to enhance its digital distribution channels. Amadeus Nevio provides the flexibility, security, and scalability needed to handle the growing demands of modern air travel. This collaboration underscores Amadeus’ commitment to helping airlines transform their retailing capabilities and stay ahead in a highly competitive and rapidly evolving market.

A Seamless and Personalized Customer Experience

The advantages of Native Orders go well beyond just improving operational efficiency.

. By consolidating all customer data into one order, Finnair can create a more personalized, seamless, and frictionless experience for its passengers. This approach gives customers the ability to choose and customize services based on their specific needs and preferences, offering greater flexibility and control over their travel experience.

Moreover, the integrated system allows Finnair to better communicate with its passengers at every stage of their journey, enhancing customer satisfaction and loyalty. Whether booking a flight, choosing a seat, or selecting additional services, the process is simplified and streamlined, making it easier for customers to manage their travel arrangements. Additionally, this system facilitates more efficient communication between Finnair and its partners, ensuring that all relevant parties have access to up-to-date and accurate information.

Driving Digital Distribution and the New Distribution Capability (NDC)

Finnair has long been a leader in adopting modern distribution technologies. Through its ongoing investment in direct channels and the New Distribution Capability (NDC), Finnair has made great strides in digitizing its offerings. NDC enables airlines to deliver content directly to customers, eliminating the need for traditional distribution channels such as Global Distribution Systems (GDS).

This enables more personalized, dynamic, and flexible offerings for travelers.

By embracing digital distribution and the Native Order system, Finnair is aligning itself with the growing trend of modern airline retailing, where passengers are given greater choice and flexibility in their travel experiences. This transformation is expected to drive further advancements in the airline industry, bringing value to both airlines and customers in the years to come.

The Future of Airline Retailing

As Finnair continues to push the envelope on digital retailing, the airline envisions a future where passengers can access more personalized and tailored experiences throughout their entire journey. The shift towards Offers and Orders is just the beginning, with more innovations on the horizon. Finnair’s goal is to continually evolve and enhance the customer experience, making air travel more intuitive, efficient, and customer-centric than ever before.

Through its adoption of Native Orders and its partnership with Amadeus, Finnair is not only improving its own operations but also setting the stage for a broader industry-wide shift toward modern digital retailing. As the airline industry continues to evolve, Finnair’s leadership in this space will likely inspire other carriers to follow suit, driving the global transformation of airline retailing.