By Kavita Mistry 
Finnair has become the first airline in the world to introduce ancillary combos, also known as bundled services, as part of its ongoing digital transformation. The initiative builds on modern retailing capabilities and follows the airline’s transition to native orders earlier this year.
With the new system, customers can purchase pre-packaged ancillary services at a lower price. In the initial phase, travellers can buy a combination of seat selection and internet access while booking flights on Finnair’s website. The service is being rolled out first across select European markets and will gradually be expanded worldwide during autumn 2025.
Further bundles are planned, including meal options, priority services, additional carry-on allowance and lounge access. According to the airline, these packages are designed to offer passengers greater control, flexibility and choice, while also improving the booking and purchase experience.
Antti Kleemola, Chief Digital Officer at Finnair, said: “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. I am happy to tell this was well received by our customers right at launch.”
The development follows Finnair’s adoption of native orders technology in May 2025, another industry first. Unlike traditional Passenger Name Records (PNR), native orders consolidate all booking and service information into a single record. This streamlined approach is seen as essential for enabling bundled services and advancing modern airline retailing.
