(15 Oct 2021)
Etihad Airways has signed a long-term retailing
agreement with ATPCO to create and distribute UPAs (Universal
Product Attributes) to all third-party distribution channels.
The deal enables the airline to display offers
in its own brand voice and tone, in multiple languages, regardless
of the channel where the flight is sold.
UPA content can be highly targeted by aircraft, cabin, route, time
of day, fare, and more, giving passengers, as well as travel
agents and their customers, time-sensitive and relevant content as
they shop.
A cross-functional team at Etihad has been
working closely with ATPCO’s retailing team to create compelling
UPA content – which can include messaging, images, videos and
cabin tours – that showcase amenities, features, products, and
ancillaries that travelers can expect on a particular Etihad flight
while shopping on third-party channels.
Ailsa Brown, Head of Sales and
Partner Success, EMEA at ATPCO, said, “Evolving and modernizing
the user experience for flight shoppers is a priority for ATPCO.
Routehappy Content helps airlines differentiate their offerings in
flight shopping displays, ultimately improving conversion, upsell,
and customer satisfaction. Having Etihad Airways onboard means
they can now get their content to market in an omni-channel
environment quickly and efficiently.”
Etihad
Airways’ UPA content is now live on more than 40 sales channels,
including Amadeus, Ctrip, KAYAK, and Flight Center.
“Etihad is focused on improving its distribution
strategy to ensure its customers have the same rich booking
experience on any other channel as they would have on etihad.com. Partnering with ATPCO means Etihad can
create a single source of accuracy for its offers and products,
and ATPCO can distribute this to the market on our behalf,” said
Martin Drew, Senior Vice President, Sales & Cargo, Etihad Aviation
Group. “Working with ATPCO’s talented retailing specialists who
are creating this compelling content on Etihad’s behalf has meant
that we can accelerate our digital transformation and increase
ancillary sales.”
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