Etihad Airways, Hong Kong Airlines and Kenya Airways have chosen to utilise Amadeus’ e-retail services. Through these booking channels the airlines will be able to supply real-time Travel Guard insurance content, product availability and booking functionality. “Travel insurance is an extremely valuable customer service feature and competitive cross-sell opportunity for any airline,” explained Travel Guard Worldwide Chief Marketing Officer Bob Gallagher. “The offer of travel insurance at the time of the air ticket purchase not only provides a benefit to the customer, it also represents an attractive revenue stream for the airlines.” Travel Guard products included on the service include medical, travel and personal assistance. “Revenues other than tickets are expected to account for USD 56 billion or 12% of total airline revenues in 2010 according to an IATA presentation made at the last CAPA conference,” added Amadeus’ Director Travel Services Business Group Marcos Isaac.