Interesting move from aviation technology supplier SITA with news that it will be competing against ATPCO as a distributor of airline fares.
The company has had some limited distribution capability for decades but has now been given clearance by the US Department of Transport and the Canadian Transportation Agency so that it can join ATPCO and distribute data for airlines operating anywhere in the region.
Until now, airlines (domestic, international or inbound carrier) could only use ATPCO to connect fares to GDSs or online travel agencies.
The decision by the DoT and CTA, alongside the simultaneous launch of an enhanced Total Fares Management system by SITA, effectively means the Geneva and Atlanta-based company can provide what it calls an “end-to-end solution” to airlines.
The previous SITA system, in place for almost 25 years, was essentially a filing and distribution platform for tickets, but was restricted in North America due to the exclusive deal with ATPCO.
The new service will also include enhanced search and shopping capability for tickets, as well as rules and analytics systems, so airlines can better manage distribution into intermediaries and the GDSs.
SITA vice president of passenger solutions, Brian Cook, claims many of its existing airline customers (the company has a string of agreements around the world to provide technology to carriers) are keen to shift “all their fares” to SITA now that approval has been granted by regulators.
“We will now actively engage not only with these airlines, but also with the GDSs, OTAs and pricing system providers, to deliver on our promise of an alternative fare filing offering in this region.”
But many that have observed the evolution of fares distribution generally will note that it is the search and shopping element of the new and enhanced system that is likely to attract the interest of airlines, many of which until now have preferred existing systems due to the strength of the platform.
SITA’s move comes nine months after it signed a deal with the Travelsky GDS to establish a fare pricing system for carriers operating in and into China.