Air merchandising content platform Routehappy has launched a new shopping prototype to support direct and indirect channels’ use of rich content in air fare retailing.
Routehappy Hub allows product scores and amenities and airline’s rich content Universal Product Attributes (UPAs) to be integrated into shopping search results.
UPAs contain rich content describing and showing airline product attributes targeted by aircraft, airport, route, cabin, time of day, duration and other criteria.
Ten airlines are currently making their rich content UPAs available on Routehappy’s prototype including Cathay Pacific, Delta, Emirates, Etihad, Icelandair, Lufthansa, Qantas, Swiss, United and Virgin Australia.
Routehappy has also announced the creation of UTAs (Universal Ticket Attributes) as a new airline rich content standard in Routehappy Hub.
UTAs are “structured ticket attributes” across categories like seat selection, lounge access, boarding priority, checked bag allowance, advance change and more.
They have been developed to give airlines and distributors an easy way to turn ticket attributes into targeted merchandising content that can be incorporated into points of sale.
Routehappy’s new prototype is fully mobile responsive and works alongside an improved Scores & Amenities API, which the firm said reveals the “inner workings of its algorithm to increase transparency with airlines, distributors, platforms and flyers as it helps further de-commoditize flight shopping”.
Scores are created dynamically by flight query with a data-driven, unbiased algorithm that comprehensively scores amenities by cabin (seat, aircraft, layout, Wi-Fi, entertainment, power, fresh food) plus relative duration.
Robert Albert, chief executive at Routehappy, said: “Airlines and distributors are successfully achieving conversion and yield improvements from integrations of content via Routehappy, and our recent adoption announcements demonstrate that the industry is motivated to differentiate flight shopping.
“Routehappy is proud to be playing a key role helping the industry move beyond the commoditization status quo and offer simple, useful and trusted solutions to help airlines and distributors differentiate and better monetize flight shopping.”
Routehappy’s Scores & Amenities API as well as airline UTAs/UPAs from Routehappy Hub are available to airlines and distributors on a subscription basis, directly from Routehappy APIs or via forthcoming platform integrations including Farelogix and GDSs.
Meanwhile Routehappy announced Cathay Pacific Airways will trial Routehappy Hub with a focus on the Hong Kong carrier’s direct channels.
Cathay will create targeted rich product content using the firm’s UTAs and UPAs and integrate relevant content into the point of sale on cathaypacific.com using the Routehappy Hub API.
Cathay will be able to target its unique ticket and product offerings by aircraft, class of service, airport, route and fare, showcasing the most relevant content to flyers while they shop for Cathay Pacific flights.
Rich content includes product descriptions, icons, photos, videos, and 360 degree virtual tours, matched to specific flights and products across an airline’s worldwide network.
Toby Smith, general manager sales and distribution at Cathay Pacific Airways, said: “As one of the world’s 5-star airlines, we offer our customers an extraordinary experience when they travel with us. We want people to know about this customer experience when shopping for flights.
“By implementing Routehappy Hub, we can ensure that our customers have the best flight shopping experience, making it easier and more informative for them to see what features and amenities we offer on any given flight.”
Albert added: “ Cathay is among the most product-centric airlines in the industry. We’re thrilled to be working with Cathay to help target and showcase the compelling product features Cathay offers, at the point of sale when it matters most.”