Its new virtual reality (VR) search and booking experience allows travellers to spin a globe, visit a destination, search flights, view rental cars and pay for their trip without leaving (VR).

“We live in a 3D world, why shouldn’t we shop for travel that way?” asks Justin Wilde, a user experience developer at Navitaire, an Amadeus company.

“I see a future in which the internet will be a 3D experience, and everyone will have their own portable 3D headsets. This will be a much more natural experience for us, because the world we live in has three dimensions. I think technology, and the way we design user experience online should reflect that too,” Wilde added.

“Amadeus’s approach to innovation is driven by our awareness of customer needs, the creativity of our employees and our foresight into the trends shaping our industry. We have to continually evolve how we do things so that we can help our customers adapt to and thrive in a rapidly changing world,” said Rashesh Jethi, head of research and development in the Americas for Amadeus.

“We’re not just thinking of the next ‘big idea’, we want to execute ideas that help our customers to do things more effectively, more creatively and more easily to deliver value to their business. Our internal culture of openness and experimentation means we can identify ideas for doing things differently from teams that work day-to-day with customers, and test different ideas across our base, and Justin’s project is a perfect example of that.”