United Airlines has made it easier for economy customers to find the best fares online by introducing faster search technology which shows the lowest available fare options earlier in the shopping process.

Working with Amadeus, the airline presents the lowest available fare options to customers at the beginning of their online journey. Customers can hover over a return date on the eCommerce search calendar to compare departure and return prices before they submit a full itinerary search.

The company believes this is a more natural way to plan and book a flight.

"This instant pricing tool is a key part of our reimagined flight booking experience with an emphasis on personalisation and performance for our customers," said Scott Wilson, United's vice president of merchandising and eCommerce. "Partnering with Amadeus is helping us enhance our customers' shopping experience today, and gives us the technology foundation to create a more customer-centric future."

The new search functionality is available for select US domestic city economy customers, with plans to roll out instant pricing for additional routes, including international, as well as premium cabin searches.

Ilia Kostov, chief commercial officer of airline IT at Amadeus North America, added: "Traveller expectations have never been higher. For airlines or any travel company, when it comes to delivering an online retail experience, getting search, shopping and personalisation right is the next big opportunity. Powerful search technology is going to be critical for airlines and United's vision is proof of the new approaches that are now possible enabled by technology."

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