Etihad airways signs multi-year retailing deal with ATPCO for Routehappy content

ATPCO to create and distribute UPAs to airline's third-party distribution channels


DULLES, VIRGINIA: Etihad Airways today announced the carrier has signed a long-term retailing agreement with ATPCO to create and distribute UPAs (Universal Product Attributes) to all third-party distribution channels. The deal enables the airline to accurately, consistently, and visually display its unique offers in its own brand voice and tone, in multiple languages, regardless of the channel where the flight is sold.

UPAs bring unique airline fares, products, and services to life with messaging, images, videos, and cabin tours. UPA content can be highly targeted by aircraft, cabin, route, time of day, fare, and more, giving passengers, as well as travel agents and their customers, time-sensitive and relevant content as they shop.

Etihad Airways provides world-class service and offers such as meals inspired by the destinations they fly to, business class suites with comfort and privacy, chauffer service, and more. A cross-functional team at Etihad has been working closely with ATPCO’s retailing team to create compelling UPA content that showcase amenities, features, products, and ancillaries’ travelers can expect on a particular Etihad flight while shopping on third-party channels.

The deal enables Etihad to create tailored and relevant offers and communicate these more effectively with customers. The carrier has invested heavily in its product innovations and having the right product and offer show up in flight shopping results means more customers are able to see the benefits of flying with Etihad.

“Etihad is focused on improving its distribution strategy to ensure its customers have the same rich booking experience on any other channel as they would have on Partnering with ATPCO means Etihad can create a single source of accuracy for its offers and products, and ATPCO can distribute this to the market on our behalf,” said Martin Drew, Senior Vice President, Sales & Cargo, Etihad Aviation Group. “Working with ATPCO’s talented retailing specialists who are creating this compelling content on Etihad’s behalf has meant that we can accelerate our digital transformation and increase ancillary sales.”

Ailsa Brown, Head of Sales and Partner Success, EMEA at ATPCO, added, “Evolving and modernizing the user experience for flight shoppers is a priority for ATPCO. Routehappy Content helps airlines differentiate their offerings in flight shopping displays, ultimately improving conversion, upsell, and customer satisfaction. Having Etihad Airways onboard means they can now get their content to market in an omni-channel environment quickly and efficiently.”

Etihad Airways’ UPA content is now live on more than 40 sales channels, including Amadeus, Ctrip, KAYAK, and Flight Center.



ATPCO is the foundation of flight shopping, providing pricing and retailing content, tools, and services to 500+ airlines, global distribution systems, sales channels, and technology companies. ATPCO links the entire airline community together, collaborating to develop industry standards for airline distribution and end-to-end technology solutions. From shopping to settlement, ATPCO solutions work seamlessly across existing, new, and evolving technologies and methods. Airline-owned and reliably supporting air travel for more than 55 years, ATPCO is everywhere people buy flights. For additional information, visit 

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