In recent developments, an announcement was made by Etihad Airways informing that it has signed a long-term retailing deal with ATPCO. This deal will allow the airline to create and distribute UPAs (Universal Product Attributes) to all third-party channels. According to a report from Traveldailynews, the airline would now be able to accurately, consistently, and visually display its offers with its own branding despite the channel where flight ticket is sold from.
UPA and Services provided by Etihad
UPAs use messaging, images, videos, and cabin tours to bring various services, products, and airline fares to life. The UPA content is usually designed targeting aircraft, cabin, route, time of the day, fare, and more which gives passenger as well as travel agents and their customers, time-sensitive and relevant content when they shop.
Etihad Airways provides various world-class services and offers including meals inspired by the destination of the travel, private business class suites, chauffeur services, and much more. To showcase products, amenities, and features that travellers may expect while travelling in a third-party channel, Etihad airways has a cross-functional team that has been working closely with ATPCO’s retailing team to create adequate UPA content.
With the signing of this deal, Etihad Airways will now be able to create more targeted and relevant offers and would have effective and efficient communication with their customers. The chances of more customers seeing the benefits of the flight will also increase as Etihad airways has already invested a lot in its product innovations and now with the right content for its products, it can foresee more passengers opting for its flights.
Martin Drew, Senior Vice President, Sales & Cargo, Etihad Aviation Group told that Etihad has been focused on improving their distribution strategy to enhance the experience of the customers and this deal would help them to create an accurate single source for all their content. This would also help in accelerating the airline's digital transformation and having higher ancillary sales, he added.
The UPA content of Etihad can now be experienced on more than 40 channels including the likes of Amadeus, Ctrip, KAYAK, and Flight Centre.