Finnair pioneers ancillary combos using modern retail capabilities

The Finnish national carrier, Finnair, has taken the next step in its digital transformation and becomes the world’s first airline to introduce ancillary combos, also known as bundles in the industry, built on modern retailing capabilities. Finnair’s transition from legacy technology to native orders earlier this year now enables customers to purchase ready-bundled ancillaries quickly and at a better price.

“We are extremely excited to be the first ones in the industry to take this concrete step and introduce the first ancillary combo to our customers. In the future, dynamic product bundling gives customers more control and choice. For an airline, this means an enhanced ability to personalise offers and improve the customer’s purchase experience,” said Antti Kleemola, Finnair’s Chief Digital Officer. “I am happy to tell this was well received by our customers right at launch.” 

In the first phase, Finnair customers can buy a combination of seat selection and internet connection at a discounted price when purchasing a flight ticket on Finnair’s website. The combo is offered on all flights where full internet access is available as an ancillary.

The seat and internet combination is initially available in limited European markets and will roll out gradually to all markets this autumn. More combinations will follow in the future, including meals, priority services, carry-on, and lounge access.

The introduction of ancillary combos results from significant technological advances Finnair has recently made, including the introduction of native orders as the first airline in the world in May 2025. Unlike traditional booking methods such as Passenger Name Records (PNR), native orders allow airlines to manage customer orders in a single record, bringing together all the necessary information—from flight details, services, preferences, and personal information—creating a simple, integrated customer record. This transition to native orders is a prerequisite for offering ancillary combos.