• Stéphane Pingaud

You don’t know what to do with your 'rich content'? We do.

As airlines spend millions in buying new airplanes, in re-designing the customer experience both at the front and back of the cabin, and in expanding their services at the airport, these airlines increasingly expect to be able to showcase their investments in all their sales channels, by pushing a combination of photos, videos and detailed product descriptions through these channels.

Sure, they can display such “rich content” through their own web sites and mobile apps. However they simply can’t do it through any other online channels, including online travel agencies and flight search engines.

It is essential for travellers to easily determine which airline will deliver the most attractive experience and the most comprehensive range of amenities.

When we started to think about our marketplace product, it was clear that this rich content would play a central role in our design and user experience. Why? Because we feel it is essential for travellers to easily determine which airline will deliver the most attractive experience and the most comprehensive range of amenities, when the fares returned by several airlines are within the same price range.

Today, we’re glad to announce that our marketplace is now able to display any photos, videos and product descriptions that any airline is to make available through their Application Programming Interfaces (API), dynamically and in real-time. As you’ll note from the two screenshots below, our product provides airlines with significant shelf space, so they can market the very best of their product and services as soon as we go live.

Whether they wish to highlight a special promotion, or give a first sense of the on-board experience, airlines have the opportunity to associate selected images to each flight offer they will return in response to search requests from travellers.

Travellers will have to option to view a full page that describes the experience and the services delivered during that specific flights, based on the proposed fare, directly from each individual search result.

Although the examples above are based on content extracted from the featured airlines’ web sites, our product is now ready to support the dynamic provision of rich content by airlines, and easily integrate that content into the search flow. In other words, we are now able to differentiate and display visual and text content, based on destinations, cabin class, even down to individual flights, fare families and fares.

For instance, in the case of Condor below, our marketplace can now display dynamically visuals related to their Economy product, which we have sourced directly from the airline, through their API.

At this stage, we have been able to insert only images into our dynamically-built page template, as Condor doesn’t provide yet detailed descriptions about their experience and services on their flights. The space for detailed descriptions of their product and services is however ready to be filled, dynamically.

Conclusion of this post:

If you are an airline, are investing in rich content distribution capabilities and are looking to test these capabilities in sales channels other than your own, please get in touch. We have plenty of ideas on how to best showcase airline products and services online, and are looking for “guinea pigs”!

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