In an insightful announcement at the Elevate conference in Chicago, ATPCO unveiled its groundbreaking digital solution, the Product Catalog. This initiative aims to revolutionize the way leisure and corporate travel agencies operate, offering them an expansive toolkit for enhancing customer service and tailoring travel experiences. With the travel industry rapidly evolving, this innovation marks a pivotal shift away from outdated methods reliant on fixed airline fare structures, enabling agencies to embrace a more dynamic and customizable approach.
At its core, the Product Catalog functions as a comprehensive repository housing a diverse array of airline seat offerings and ancillary services, all devoid of traditional pricing constraints. This opens up new avenues for travel agencies to address customer inquiries with bespoke offers that respond with precision to individual needs. As ATPCO sees it, the era of generic packaged fares is over; instead, the Product Catalog cultivates a space for unique, real-time product combinations tailored directly to shoppers, which can even accommodate itineraries involving multiple airlines.
A Shift from Fixed Pricing to Dynamic Solutions
The stark contrast between the current rigid fare environment and the promising future of ATPCO’s Product Catalog can be likened to the culinary difference between serving prepared meals versus providing a recipe book. Alex Zoghlin, the CEO of ATPCO, articulated this metaphor compellingly: “Today, the meals are sold. Tomorrow, we’re offering ingredients, which means that travel agents can build their own meal.” This paradigm shift allows travel agents to become culinary artists in their own right, mixing and matching services to create a tailored travel experience rather than being confined to the existing menus dictated by airlines.
To facilitate this transition, ATPCO is taking a strategic approach by leveraging its existing repository of fare and ancillary data it gathers from approximately 450 member airlines. By establishing standardized catalogs, ATPCO aims to deliver a robust and accessible platform for airlines to contribute their offerings. Additionally, airlines implementing New Distribution Capability (NDC)-enabled pricing will be able to enrich this catalog further, providing a seamless integration of traditional and dynamic aviation consumerism.
Bridging the Gap Between Legacy Systems and Modern Technology
The Product Catalog serves as a vital bridge between the traditional fare filing systems relying on legacy airline technology and the burgeoning digital merchandising landscapes allowed by NDC. By providing a centralized collection of offers, ATPCO is positioning itself to remain relevant in an industry that seeks faster, more efficient operational capabilities—essential as airlines ponder how to manage their growing complexity in distribution.
Travel technology analyst Henry Harteveldt emphasized the importance of ATPCO’s efforts, characterizing the Product Catalog as a necessary evolution amid shifting consumer demands and industry dynamics. By enabling airlines to craft offers dynamically guided by factors like corporate contracts or loyalty status, travel agencies would gain unprecedented flexibility, enriching the customer experience while enhancing competitive strategies.
However, the path to realization is not free from competition. Major carriers like United and American Airlines have begun to explore their proprietary catalogs, which bear the potential to overshadow industrywide solutions unless they can demonstrate unique utility and integration. ATPCO’s challenge lies in not only creating a product that stands out but also ensuring cooperation from airlines that may otherwise prefer to navigate their own catalogs.
Catalyzing Future Airline Retailing Ecosystem
British Airways’ revenue management director, Karen Slinger, echoed enthusiasm for the prospects of a centralized catalog, emphasizing its potential to facilitate streamlined airline merchandising and easier settlement procedures—especially with interline itineraries. The Product Catalog could be a cornerstone in the next evolution of offer-and-order management, reinforcing the essential collaboration necessary for future success in airline retailing.
While alternative catalog offerings from airlines and technology providers add layers of complexity, Zoghlin maintains a resolute belief in the importance of transparency and interoperability within the aviation ecosystem. By promoting an industrywide catalog, ATPCO envisions a collaborative environment that empowers airlines while simultaneously refining the user experience for travelers.
ATPCO’s Product Catalog represents a progressive leap toward a more flexible and personalized travel experience. By breaking free from the constraints of traditional fare structures, this initiative has the potential to reshape not only how travel agencies conduct business but also how customers perceive and interact with airline services, heralding a new era in air travel.