Get unlimited access to the latest travel industry news and analysis, comment on articles and sign up to newsletters.
Register for free
Already registered? Login here or below.
Having difficulty logging in? Try these tips, or contact support@flymy.co.uk
Online travel agent Travix has launched a pilot scheme with Routehappy, which will see flight shopping on Travix websites move from just price and schedule by adding rich content - including photos and videos - in a standardised content format called UPAs (Universal Product Attributes).
Routehappy, a merchandising content platform for flight shopping, will provide the extra content from 10 airlines: Air Canada, Austrian, Brussels, Cathay Pacific, Emirates, Etihad, Lufthansa, Qatar, Swiss and United.
The initial integration will take place on the cheaptickets.nl, .de, .be and .ch websites, with UPAs displayed in English, German, French and Dutch. Overall, Travix operates a total of 35 websites in 29 countries.
Further testing of premium economy and fare family upsell offers will begin in early 2017.
The launch airlines will share content covering worldwide schedules, so customers can view features such as new aircraft, Wi-Fi, seats and food, beverage and entertainment offerings directly in flight results while shopping.
“We’re always thinking of ways to make the flight shopping experience more informative and less commoditised for our customers," said John Mangelaars, Travix chief executive.
"Implementing airline UPAs from Routehappy Hub on our websites is just one more way we are helping travellers make the best choices, while helping airlines showcase their value propositions.”
Robert Albert, chief executive at Routehappy, added: "Consumers need better information when shopping for flights, and airlines need tools to differentiate and sell their unique product features.
"Until now, customers have found it difficult to find out about hidden gems that will be available on their flights, such as Lufthansa’s free live TV channel Sport 24 and Air Canada’s new Boeing 787 Dreamliner.
"Revealing these with highly targeted, photos and videos - that are only relevant to the flight they are searching, via UPAs from Routehappy Hub - is a big step towards reinventing flight shopping."
Travix, part the BCD Group, which includes the busines travel specialist BCD travel, employs 500 staff.
The trial comes during a push by airlines to better promote their extras in more visual ways - to both consumers and travel agents. Currently Iata’s New Distribution Capability (NDC) is being trialled by several airlines, including British Airways, which recently hosted its first NDC conference.
More than 200 delegates attended to discuss the NDC standard, which was set up by Iata to "enable the travel industry to communicate in the same language, drive revenue and better understand the products available to the traveller".
Adam Daniels, British Airways’ chief commercial officer, said at the event: “We really believe NDC is a game-changer and we think it’s critical that open discussions are had across the industry.
"Our distribution and sales teams have been out and engaging with as many travel experts as possible, seeking their views and developing our approach to NDC with that feedback in mind. We feel that there is far more engagement, understanding and excitement about NDC now and what it can deliver for all our businesses, and the conference reinforced that."
