Delta on April 12 signed an agreement with Farelogix to offer later this year an Open Axis-based XML interface for its content and to power bookings with ARC settlement on Delta's WorldAgent Direct, according to a spokesman.
The Farelogix deal will "enhance and expand the global distribution of Delta's products" via "direct access to Delta's content," according to a Delta statement.
This option is "in addition to the legacy global distribution systems with whom Delta currently participates. Delta envisions a global distribution model that engages customers directly, allowing for a personalized, superior customer purchasing experience that differentiates Delta."
Delta last fall told the U.S. Department of Transportation that it "intends to distribute new products and services based on customer preferences."
The spokesman characterized Delta's move as different from the controversial American Airlines Direct Connect because it "isn't intended to replace the multiple existing relationships Delta has with GDSs today."
"It is designed to provide an additional option to our customers that will offer complete access to Delta's products and services," the airline said.
One of AA's goals is to move connections for all intermediaries to its API.
The Delta-Farelogix agreement is part of the more than $2 billion in technology, facilities, products and services investments that the airline has earmarked through 2013 in an effort to "enhance the customer experience."
This report appeared Tuesday in The Beat, a sister publication.