More visuals during flight bookings

Airlines join Airbus to create “compelling, targeted content”
It’s unlikely a guest would book a hotel room without seeing pictures first, especially in an age where consumers have more information than ever. Now airline passengers too will have more visibility before booking a flight.
Aircraft manufacturer Airbus has teamed up with Routehappy, a merchandising content platform, to “accelerate the transformation of flight shopping from commoditized to differentiated”.
The aim is to help airlines create “compelling, targeted merchandising content showcasing unique Airbus offerings such as seat width, personal space, inflight entertainment, connectivity and jetlag-friendly ambient lighting” when searching for flights.
Joining the Airbus Routehappy alliance are four leading carriers, Cathay Pacific, Emirates, Lufthansa Group and Singapore Airlines.
“Study after study shows the ever-growing importance of the inflight experience for the more than 3.5 billion people who travel by air every year,” Airbus’ head of market and product strategy Bob Lange said at ITB.
“In a 2016 survey, Atmosphere Research Group found that 53% of leisure passengers and 61% of business passengers pay attention to the type of aircraft they will fly on. And yet passengers have little information to go on when booking their flights. Finally this is changing.”
Xavier Lagardère, Lufthansa Group’s head of distribution, said that “empowering customers to choose the right offering is core to our distribution strategy”, while Campbell Wilson of Singapore Airlines said: “This important initiative will enable us to reach millions of travellers, highlighting the benefits of our award-winning cabin products.”
UPAs (universal product attributes), a standardised content type that differentiates airline products with rich descriptive and visual content, are being integrated into leading sales channels for launch soon. The program is expected to expand to additional airlines later this year.
TTG Nordic


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