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

“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 will give customers more control and choice. For an airline, this means an enhanced ability to personalise offers and improve the customer’s purchase experience,” says Antti Kleemola, Finnair’s Chief Digital Officer. “I am happy to tell you that 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 for a discounted price when buying a flight ticket on Finnair’s website. The airline offers the combo on all flights that provide full internet access.

The seat and internet combination is first available in limited European markets and will become available gradually in all markets this autumn. We will introduce additional combinations in the future, including meal options, priority services, carry-on allowances, and lounge access.

The introduction of ancillary combos is a result of significant technological steps that Finnair has recently taken, 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 enable airlines to manage customer orders in a single record, consolidating all necessary information, including flight details, services, preferences, and personal details, to create a comprehensive, integrated customer record. This transition to native orders is a prerequisite for offering ancillary combos.

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