Virgin Atlantic joins ITA Software’s European client list

Virgin Atlantic is the latest European airline to strike a deal with US-based technology firm ITA Software.

The carrier will use ITA’s QPX shopping system on The tool will be used to offer flexible fare calendars, drive upsell opportunities between economy and premium economy and to help Virgin’s frequently flyers to redeem their points online.

“As we continue to expand ITA’s international presence, we are proud to add Virgin Atlantic as the most recent European airline to take advantage of QPX,” said David Peller, regional vice president, EMEA and India, ITA Software.

ITA, which was reportedly a takeover target for Google, currently works with TAP Portugal and Alitalia in Europe. In its home market it works with a number of airlines, OTAs, metasearch and search engines.

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