NATIONAL HARBOR, Maryland – ATPCO, the airline-owned company
that collects fares and makes them available to GDSs, has activated a new
schema designed to ease the way for airlines wishing to increase their use of
real-time dynamic pricing.
"The world wants more real-time pricing," said Gianni
Cataldo, ATPCO's head of research and development.
The schema, rolled out in conjunction with ATPCO's annual
Elevate conference here, is the latest initiative by ATPCO to facilitate airlines'
use of broader and more adaptive ticket pricing capabilities.
Airlines that use dynamic pricing can tailor fare quotes at
the time of a ticket inquiry rather than responding to inquiries from a limited
selection of fares they have already filed with ATPCO. Airlines with dynamic
pricing capabilities can also personalize offers based upon the profile of the person
doing a ticket search.
Historically, the ATPCO filing system allows for just 26
fare classes, one for each letter of the alphabet. Airlines assign prices and
restrictions to each fare class, which ATPCO disseminates to the GDSs.
Last year, ATPCO enhanced the filing system with what it
calls Optimized Pricing, which allows for airlines to use two-letter fare
filing codes. That increased the number of fares airlines could file at any
time to 26 x 26, or 676.
ATPCO calls its new schema Adjusted Pricing. Its aim is to
make it easier for airlines to quickly adjust a filed fare to respond
dynamically to a fare inquiry. The schema, explained Cataldo, serves as a
plug-in, allowing airlines to infuse their own dynamic pricing engines into
operations with a minimum of infrastructure lift.
The schema also eases the path for airlines to send the
adjusted ticket price into the standardized pricing system, a step that is
important both for government reporting and for airlines' revenue tracking and
ATPCO has also released its Adjusted Pricing Implementation
Guide, which contains industry standards.