flydubai teams up with Amperity to transform passenger data and personalised travel
New system connects bookings, loyalty and communications into a single passenger view
DUBAI-based flydubai has entered a strategic partnership with Amperity, an AI-powered customer data cloud provider, as the airline accelerates its digital transformation and investment in customer experience.
The agreement will see Amperity’s platform embedded across flydubai’s operations to unify traveller information and enable more personalised interactions in real time. It marks a significant step in the carrier’s drive to modernise how it manages, understands and engages with its growing customer base.
The collaboration brings together flydubai’s customer experience strategy with Amperity’s data and intelligence capabilities, allowing passenger insights from multiple systems to be connected instantly. This unified view is designed to support more meaningful engagement at every stage of the journey, from booking to post-flight communications, while also strengthening the airline’s move towards modern retailing.
Data unification
Through the partnership, flydubai will consolidate customer information from a wide range of touchpoints into a single, continuously updated profile. This will give the airline a more complete understanding of traveller preferences, behaviours and travel history, forming the backbone of its roadmap towards an Offer-Order based retailing ecosystem.
Airline customer data is typically fragmented. Passenger orders are spread across several operational systems, third-party agencies often provide limited details, and many travellers book flights without loyalty numbers or consistent identifiers. Amperity was selected for its ability to resolve this complexity through AI-driven identity matching and an airline-specific data model that connects information across systems in real time.
By resolving multiple identifiers into one reliable customer profile, flydubai will be able to deliver more relevant offers and communications, while also improving internal decision-making across commercial and operational teams.
Technology platform
flydubai will deploy Amperity’s Identity Keychain and multi-index Profile API to unify and retrieve passenger data instantly. These tools will link information across passenger communications, airport check-in, in-flight recognition, customer service, marketing and eCommerce platforms, creating a consistent and accurate view of each traveller wherever they interact with the airline.
This unified customer layer is designed to support both personalised engagement and operational efficiency. Frontline staff will be able to recognise customers more accurately, while marketing and digital teams can tailor messages and offers based on up-to-date travel behaviour and preferences.
The platform is purpose-built for the speed and scale of modern air travel, enabling flydubai to work with high volumes of booking, loyalty and day-of-travel data without delays or data loss.
Security standards
Mohammed Hareb AlMheiri, Chief Procurement and Technology Officer at flydubai, said the airline has already carried more than 120 million passengers since launching operations in 2009, with millions more travelling each year as its network and fleet expand.
He said the partnership with Amperity will allow flydubai to gain deeper insight into customer needs and behaviours, leading to improved experiences across every touchpoint. He added that the platform supports the airline’s transition to an Offer-Order based ecosystem and provides a unified, data-driven view of its passengers to deliver more timely and relevant communications.
AlMheiri also confirmed that all passenger data will continue to be managed in line with leading international security standards and the Dubai Electronic Security Centre’s Information Security Regulation framework, ensuring the confidentiality and integrity of flydubai’s systems.
Global footprint
flydubai currently operates a network of more than 135 destinations across 58 countries, served by a fleet of 97 Boeing 737 aircraft. The scale and geographic spread of its operations make real-time data connectivity critical, particularly as travellers increasingly expect seamless, personalised experiences across digital and physical touchpoints.
Derek Slager, co-founder and chief technology officer at Amperity, said flydubai represents a new generation of customer-centric airlines. He noted that modern carriers require platforms capable of handling the speed, scale and diversity of travel data, from bookings and loyalty to in-flight and airport interactions.