Farelogix and Routehappy have formed a partnership to integrate their two platforms, giving airlines the opportunity to merchandise their products with rich content such as photos, videos and 360-degree virtual tours across multiple channels.

Under the partnership, Farelogix FLX Merchandise, which defines, creates and prices airline merchandising offers for flights and products, will be integrated with Routehappy Hub, which manages and delivers highly targeted rich content.

Jim Davidson, CEO of Farelogix, said the idea for the integration was a natural next step for Farelogix, which already enable airlines to sell hundreds of offers through FLX Merchandise, such as baggage fees, fare families and bundles.

"Airlines, they said, 'OK, I've been able to create these offers and price these offers and fulfill these offers. Now I want to go that next step and really differentiate these offers,'" Davidson said.

While Farelogix initially said it would work to do that, the company soon realized it was a difficult task and fell outside its core business. At that point, it turned to Routehappy.

"For the last five years, we've been building the ability for airlines to create dynamic content," said Robert Albert, Routehappy's CEO.

Routehappy offers dynamic content targeted for the products airlines are offering, such as videos, icons and links, dubbed Universal Product Attributes (UPAs), Albert said.

For example, a consumer who buys an economy class seat might be shown an upsell immediately afterward that has a generic picture of a first class cabin accompanying it. Routehappy's technology offers more possibilities. For example, its upsell-accompanying photo would be of the specific first class cabin on the plane the customer is flying on. And, if it's a morning flight, the photo might show a first class seat with a glass of orange juice and a newspaper instead of the typical glass of red wine.

Albert said the two companies were still in the final stages of their implementation plan, so some details are not yet available, but "the basic idea is that there will be a mapping between the Farelogix offer and the Routehappy UPA."

"We're not sure of the specifics yet," Albert said. "But imagine a scenario where in each of the platforms [FLX Merchandise and Routehappy Hub] you can make them map between the content and the offer, and vice versa. So we're going to give our customers the ability to have a very seamless way to associate content with offers that have been highly targeted already."

The offers generated through the integration will be available on a variety of channels, including airline-direct channels such as their websites and mobile applications, as well as on GDSs, OTAs, other websites and more.

Functionality of the integration on both Farelogix FLX Merchandise and Routehappy Hub is expected later this year.
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