Routehappy by ATPCO has expanded its content hub options for airline brand differentiation with a new Routehappy Rich Content Solutions for Airlines, comprising Amenities Hub, UTA Hub and UPA Hub.
These content hubs allow airlines a wider range of features to create, manage, and distribute rich content related to their product and service features on flight search. It offers greater control and customization for cotnent and text and can connect with both direct and indirect channels.
This announcement follows a string of upgrades to the Routehappy platform which let airlines highlight their unique offerings, with recent additions including Netflix availability and beverages.
It also comes less than eight months ATPCO purchased Routehappy.
Routehappy now counts 300 airlines around the world, and more than 85 sales channels as subscribers to its rich content solutions.
The Amenities Hub and UTA Hub let airlines customize core product attributes such as amenities (seat, food, and wifi availability), as well as benefits and restrictions by fare (UTAs) on both indirect and direct sales channels.
For example, Routehappy Amenities can now include a description of “three course meal” instead of “Dinner provided.”
With UTA Hub, an airline can highlight fare benefits and restrictions. For example, showing “SkyPriority” instead of “Priority” for the Boarding Priority UTA.
The UPA Hub lets airlines create targeted product merchandising content with shopping channels that can be enriched with photos, videos, descriptions, and more.
Routehappy is also launching Routehappy Agency, a team of dedicated rich content strategists who can provide onsite help to airlines in crafting their UPA merchandising strategy, identifying content gaps and opportunities, and creating graphics for hard-to-visualize concepts. The Routehappy Agency can also conduct consumer testing, and also provide on-the-ground photoshoot support to develop media used to illustrate the product.
With Amenities 360, UTA 360, and UPA 360, subscribed airlines get access to a complete view of their rich content in a cloud-based interface, with search and filtering tools, to see their rich content flight shopping features the same way customers will see them during flight search.
“We are in constant innovation mode and dialogue with the industry to ensure our rich content solutions serve the industry’s needs as it modernizes,” said Robert Albert, CEO of Routehappy by ATPCO.
Routehappy also revised its subscription tiers for airlines.
The updates to Routehappy’s suite of merchandising solutions are the product both of understanding the retailing gaps in the airline industry and making iterative improvements in response to customer feedback.
The big three US carriers use Routehappy Hub features in their merchandising, and have expressed their satisfaction with the evolution of the platform.
Sharon Mickelson, director of global pricing, distribution and revenue management at Delta Air Lines said:
“Delta is committed to providing our customers with the best information so they can choose the Delta products and services that best suit their needs. Our partnership with Routehappy by ATPCO will provide Delta customers with richer content and greater transparency, while enhancing the shopping experience across all of our channels.”
Neil Geurin, director of distribution strategy at American Airlines said:
“The mass adoption of Routehappy content shows us that rich content is here to stay, and delivers benefits to consumers, airlines, and distributors alike.”
Tye Radcliffe, director of distribution at United Airlines said:
“Routehappy’s new airline-focused solutions showcase United’s products and services across all shopping channels and highlight our investments in our products where it matters most – when consumers are making their purchasing decisions.”