• SJ Success Story

    Success Story 

    We value Amadeus willingness to invest in the customer, to invest in innovation and also to be very close to us as their customer.

    THOMAS SILBERSKY Senior Vice President Sales and Marketing at SJ Group

Technology: an opportunity
to gain market share

SJ adapts its distribution strategy to be where customers are

European travellers are increasingly choosing to travel by train for both business and leisure. Having a multi-channel strategy is important in order to reach rail customers wherever they are.

SJ is the largest rail operator in Sweden and moves 100,000 passengers every day across 150 different stations. To adapt to constantly evolving consumers’ behaviours, SJ decided to adapt its distribution strategy and to extend it to international offline and online travel agency channels.

The solution

With the objective to become a customer serving company and not just a train operator, SJ partnered with Amadeus to distribute SJ’s content through the offline and online travel agency channels, using Amadeus Sales Channels.




Amadeus Distribution Channels fully integrate your rail offer into the travel ecosystem worldwide. Thanks to a wide range of selling interfaces, railways can sell and market to a number of travel agency audiences including: Travel Management Companies (TMCs), Corporations and Online Travel Agencies.  

The result

Amadeus Global Rail Sales Platform enables SJ to deliver a more efficient domestic and international distribution strategy, increasing its sales opportunities.

For travel agents this means an open door to book other high-speed rail operators alongside SJ, making rail a genuine alternative to flying on some routes. They can manage SJ bookings from end-to-end, maximising travel agents’ productivity and increasing booking volumes in tandem.

Take a look at this video [3 min]: SJ explains how they are working with Amadeus to provide better tools to better serve the traveller. 


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