The Finnish national carrier, Finnair, has made a significant advancement in its digital journey, becoming the world’s first airline to offer ancillary combos, or bundled services, utilizing modern retailing technology.

Finnair’s shift from outdated systems to native orders this year allows customers to effortlessly purchase pre-packaged ancillaries at improved rates.

“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 personalize offers and improve the customer’s purchase experience,” says Antti Kleemola, Finnair’s Chief Digital Officer. “I am happy to tell this was well received by our customers right at launch.”
Translation: “We are extremely excited to be the first in the industry to introduce this combo to our customers. It gives more choices to customers.”

Initially, Finnair customers can purchase a combination of seat selection and internet service at a discounted price when booking tickets on the Finnair website. This feature will be available on flights equipped with full internet access. The seat and internet combo will first roll out in selected European markets this fall, with additional bundles for meals, priority services, and more to come.

The launch of these combos comes after Finnair’s significant technological upgrades, including the world’s first introduction of native orders in May 2025. This system streamlines booking information for airlines, integrating flight details, services, preferences, and personal data into a single customer record. Transitioning to native orders is essential for offering ancillary combinations.