Etihad Airways Signs UPA Retailing Agreement with ATPCO

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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