Finnair is combining retail innovation with sustainability leadership, unveiling new ancillary bundles powered by Amadeus’ latest retail platform and ramping up its Sustainable aviation Fuel (SAF) investment strategy.
Finnair’s Innovation in Ancillary Bundles
In May 2025, Finnair became the first airline to fully implement Amadeus’ ‘native order’ technology, replacing legacy systems with a single integrated customer record. This shift enables more sophisticated, retail-style offers and marks a milestone in Finnair retail innovation 2025.
The airline introduced its first ancillary bundles in September. The debut package pairs seat selection with in-flight Wi-Fi connection at discounted rates during booking. The rollout will begin in selected European markets before expanding across all Finnair routes later this autumn.
While airlines offer bundles in various forms, they key innovation is Finnair’s use of the new-generation booking platform to create dynamic and personalised product combinations. Future bundles are expected to include lounge access, meals and priority boarding.
How it worked before
Previously, airlines relied on multiple records for a single journey: A Passenger Name Record (PNR) for bookings, an electronic ticket for the flight, and separate documents for every add-on, such as: baggage, meals, or Wi-Fi. This fragmented system was inefficient. If a flight changed, multiple records had to be updated manually, slowing the process for both passengers and airlines.
How it works now
- Simpler self-service: Passengers can add extras like baggage or upgrades directly into the same record.
- A future ‘journey pass’: One digital file could eventually replace tickets, boarding passes and receipts.
- Better support during delays: With the full trip stored in one order, Finnair can rebook flights and update connecting services, such as taxis and hotels, more efficiently.
- Personalised bundles: Airlines can combine products in flexible ways, similar to online shopping. For Example, the Finnair ancillary bundle pairing seat selection with in-flight Wi-Fi at a discounted price.
With the new system, everything is combined into a single ‘order’, recording different elements into one place for the entire journey. This make it easier to manage information and allowing the integration of more personalised services.
Finnair is Scaling Up SAF investment
In parallel with its retail initiatives like ancillary bundles, Finnair is expanding its Sustainable Aviation Fuel program, aiming to boost voluntary SAF purchases by 50% in 2025, while meeting the EU’s 2% SAF blending requirement. The mandate requires fuel suppliers must mix a minimum of 2% SAF into the aviation fuel supplied at EU airports starting in 2025, with the requirement set to rise progressively to 70% by 2050.
Passengers can also contribute directly. Since late 2024, Finnair has offered customers the option to co-fund SAF during the booing process. The first passenger-supported fuel purchase was completed in July 2025.
In September, the airline expanded its reach with the Finnair for Business SAF service, giving corporate and cargo clients the ability to co-invest in SAF. Using a ‘book-and-claim’ system, companies receive audited certificates for their sustainability reporting, aligning with Finnair SAF investment strategy goals.
Finnair is also engaged in SAF innovation. In August, the carrier partnered with Finnish technology company Liquid Sun, along with ABB, Fortum and Finavia, on a demonstration pilot to produce eSAF, a synthetic fuel made from atmospheric carbon and solar power.
Revenue Opportunities and Emission Commitment
The twin strategy of retail innovation and sustainability are closely linked. By introducing ancillary bundles, Finnair is opening new revenue channels, while its expanded SAF program underpins its Science Based Targets initiative (SBTi) goals.
Finnair aims to achieve net-zero emissions by 2050, relying on a mix of increased SAF use, operational efficiencies and eventual fleet renewal. By aligning retail innovation with its SAF investment strategy, the airline is working to balance commercial growth with long-term climate commitments in aviation.
Read more on recent SAF aviation news in Finland (here).
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