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As drink receptions go, sipping champagne during sunset in Cannes was a memorable finish to an otherwise normal day. Airline executives, who hours earlier packed an auditorium for Amadeus' annual e-commerce conference, were unsurprisingly relaxed in the luxurious beachside location.

It was perhaps the highlight for some delegates, but most were equally enthused about Amadeus' strategy for improving airline website technology. Indeed, the IT company outlined its plans before inviting speakers to talk about e-commerce issues during the two day event in nearby Nice.

Topics up for discussion included user functionality, customer loyalty, navigational speed and online features.

For Tehmton Cooper, Etihad Airways' e-marketing manager, the conference provided a useful insight into Amadeus' strategy. "We get to find out what Amadeus has in store, so we can synchronise our plans to some extent," he says.

Since its launch three years ago, the Abu Dhabi-based carrier has outsourced its website to Amadeus.

Cooper says the relationship provides several benefits, with Etihad's e-commerce division able to rely on the IT specialist. He also believes having a partner that understands cultural issues related to the website's appearance is a huge benefit.

For example, online users in the Middle East and Europe are used to finding log-in fields in the top right corner of a website's home page. In the Far East, the same details are often displayed in the opposite corner, prompting Amadeus to create separate layouts for different regions.

"The good thing about Amadeus is they have realised there are cultural issues as far as how people book and how you deal with customers," Cooper says. "I have dealt with them for quite a few years and noticed in the last six or seven that they have really matured in that area. They are able to look after all cultures."

Cooper's role involves attracting more online customers to Etihad's site. To that end, he is keen to update existing features, such as online check-in, flight arrival and departure information, and bookings. The idea is to provide a service that is "easy and convenient" for Etihad passengers. But while continually modernising the site is Cooper's aim, he insists Etihad's e-commerce team will only implement new systems when necessary. "We firmly believe we shouldn't use technology just because it exists," he says.

"We only use it if it's an advantage to our passengers, that's the first criteria, so even if the technology benefits the customer and not the airline we will still implement it."

One feature providing Etihad with limited benefits is its mobile messaging service. The offering enables passengers to receive text messages with arrival and departure times sent to their phone. According to Cooper, it's a popular service that provides Etihad with few financial returns. "What is good for passengers is ultimately good for the airline because if they are happy they will come back to us," he says.

"The feature may not be giving us any direct revenue benefits, but it is a service that people expect.

Someone will probably think ‘if I go with Etihad at least I know whether my flight is on time or not.'

Finding out what customers require is essential, according to Cooper. Indeed, the company invites frequent fliers and customers to discuss their booking and travel requirements. The meetings cover several issues ranging from in-flight entertainment and meals to new website features and departure times.

Speed is regularly mentioned, with online users keen to complete bookings quickly. Cooper reckons most internet users spend little time browsing before losing interest. "If you look at the new generation, they don't spend more than seven to 10 minutes on a website and then they are gone," he says.

"These are the guys now coming into the market and they will be my future customers so we have to cater to them. Nothing should be more than three clicks away - that's the bottom line rule you start with."

Like Etihad, African carrier Royal Air Maroc has enlisted Amadeus to build and control its website. The airline, which was established more than 50 years ago, flies to destinations in the Middle East, Europe and North America. With several countries to accommodate, Laïla Essodaigui, from the airline's e-marketing division, is keen to introduce pages that cover many languages.

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