Travel Industry News at since 1997. Interviews, podcasts, videos, pictures and more
Wed, 7 October 2020

ATPCO Launches New Rich Content Format: Structured UPAs

ATPCO has launched a new format of Routehappy Rich Content called Structured UPAs (Universal Product Attributes).

With the introduction of Structured UPAs, airlines and channels now have greater flexibility in how they display essential retailing content using more comparable, concise, and sortable data that can be presented to emphasize objective content over images.

UPAs were originally created to introduce visual content in flight shopping displays, and have since been adopted by dozens of channels worldwide. Given the evolving needs of travelers amid the pandemic and the immediate success of Reassurance UPAs, ATPCO found based on consistent feedback from its industry partners, including Serko and Expedia Groups Brand Expedia, Orbitz, Travelocity, Cheaptickets,, eBookers, and Wotif that the messaging component of UPAs are equally as valuable to flight shoppers as the visual component of UPAs. This feedback prompted the introduction of Structured UPAs as a way to deliver a more standardized version of data that channels can adapt to meet their customers need for information that can be scanned quickly during flight shopping to help with the decision-making process.

Structured UPAs consist of an icon, a headline, and a description, and channels can choose to integrate all or some of these attributes. Shown here is an example flight search on Expedia.. Click to enlarge.

Structured UPAs consist of an icon, a headline, and a description, and channels can choose to integrate all or some of these attributes.

Structured UPAs also have a primary field that supports multiple standardized data inputs (e.g., yes/no) that enable sales channels to craft the messaging according to the data but using their own channel voice as desired. This new rich content format is currently available for over 300 airlines and includes five objective, standardized topics:

Cleaning: whether airlines are using disinfectants to clean aircraft and how often, and if that information is available.

Masks: whether there is a mask or face covering requirement; specifying if a medical-grade mask is required.

Temperature Check: whether there is a pre-flight temperature check requirement.

Blocked Sseats: whether an airline is blocking adjacent or middle seats, or if only some seats are blocked.

Capacity: whether an airline is limiting the capacity on flights to ensure physical distancing.

Structured UPAs will initially focus on reassurance topics and will expand in the future to meet market needs and flight shopper demand for information. Structured UPAs will be delivered via the Routehappy API and can be targeted at a granular level to focus on the airline and cabin, book-by dates, origin and destination, and more.

The crisis reinforced how critical UPAs are in giving travelers the information they need to feel safe and protected when they fly. Now our airline and channel partners are relying on ATPCO to deliver this content in more flexible ways, said Jonathan Savitch, Chief Commercial Officer at ATPCO. Visuals are still important as they enable consumers to better understand, at the time of booking, the airline experience they will receive. But after many hours of consultation with thought-leading airlines and channels, we realized they need more options, including the ability to filter and sort based on key health information.

Expedia Group, which will be one of the first channels to integrate the new rich content format, worked hand-in-hand with ATPCO to quickly bring this functionality to market.

Right now, it is so important that travelers have the cleanliness and safety information they need when considering travel, particularly air travel. Each situation is different, and this structured content gives us the flexibility to tailor, localize, and test messaging to help travelers make more informed decisions, said Michael Gulmann, Senior Vice President of Transportation, Expedia Group. We are really excited by the partnership and customer-centric focus of ATPCO in working together to develop this highly relevant content. Structured UPAs enable travelers to more easily compare policies across airlines in a consistent and concise way so we can offer a simplified shopping experience while highlighting critical information.

Weve seen an increase in conversions for those channels that integrated Reassurance UPAs and anticipate a similar impact for our new Structured UPA, added Savitch. One channel has seen a 4% conversion improvement by adding ATPCOs Reassurance UPA content. This highlights that when the shopping experience is adapted to drive awareness of flexible airline change policies and safety measures, it can impact the bottom line.

See latest Travel News, Video Interviews, Podcasts and other news regarding: COVID19, ATPCO.

Headlines: Hong Kong Int. Airport Handled Just 8.8 Million Passengers in 2020  Rosewood Signs Very Special Property in Rome, Italy  Cathay Pacific Develops Solution for Vaccine Distribution  Fiji Link Launches Mobile Boarding Passes at Nadi, Suva and Labasa  Latitude 33 Takes Delivery of New Challenger 350 Business Jet  Mesa Opens New Maintenance Hangar at Beja Airport in Portugal  Bangkok Airways Revises Operating Hours of Airports in Thailand  Four Seasons Philadelphia Appoints Charles Lasvigne as Hotel Manager  Singapore Airlines Raises US$500 Million via USD Bond  British Airways Partners Globe-Trotter for 150 Handmade Suitcases  Four Seasons Appoints Albert Au as Executive Chef of Jiang-Nan Chun  All Nippon Helicopters' Airbus H160 Performs Maiden Flight  Travelport Expands Digital Media Solutions with TravelFlan Partnership  Atlas Air to Buy Last Four Brand New Boeing 747 Airplanes  Air Canada to Layoff 1,700 More Employees; Reduces Q1 Capacity  Etihad Airways Launches Children Travel for Free Promotion  Accor Signs First 25hours Hotel in Sydney, Australia  Gordon Ramsay Partners Sunway for First Restaurant in Malaysia  New COVID19 Variants Don't Change the Rules of the Game  Green Light for American Airlines, JetBlue Alliance  DHL Invests in New 13,000㎡ Facility in South Africa  FlyArystan Carried 1.5 Million Passengers in 2020  Dassault Aviation Expands MRO Options  Navy in Asia Pacific Orders Seagull USVs for MCM Operations  Korean Air Receives 5-Star Rating from APEX  IHG Signs Second Crowne Plaza Hotel in Danang, Vietnam  Ascott Reports Record Year; Adds Over 14,200 Units in 71 Properties  Executive Appointments at Delta Cargo  Jeju Air Renews Distribution Agreement with Sabre  Finnair Launches One-Way Fares on Domestic and Intra-Europe Flights  Scandinavian Airlines' President and CEO Resigns  Qatar Airways Resumes Flights to Riyadh, Saudi Arabia  SAS Carried Almost 400,000 Passengers in December  Marriott Signs Dual-Branded Property in Saigon, Vietnam  Cathay Pacific Adds WhatsApp to Customer Service Options  Mandarin Oriental Hong Kong to Complete Renovation on 1 February  Four Seasons Napa Valley to Open Early-Spring  Israir to Dry Lease Etihad's Full-Flight Simulators  Airbus Delivered 566 Commercial Aircraft to 87 Customers in 2020  Tom Kerridge Upgrades Culinary Options on BA's Short Haul Flights  Nicola Russo Joins Capella Ubud as Executive Chef  Aviation: Recovery in Passenger Demand Grinds to a Halt in November  Singapore Airlines Extends PPS Club and KrisFlyer Elite Statuses  Langham Opens Cordis Hotel in Hangzhou, China  Air Cargo Demand Continues to Improve; Capacity Remains Constrained  Assa Abloy Upgrades Hotel Room Locks at Hilton Surfer's Paradise  St. Regis Hotel Opens in Cairo, Egypt  Korean Air Upgrades App and Website  Marriott Opens 55-Room Boutique Hotel in Lucca, Italy  Four Seasons Seychelles Reopens for Private Retreats  Hyatt Opens First Regency Hotel in Cambodia  Bangkok Airways Closes Lounges, Reduces Flights and Delays Launches  Qatar Airways Increases Flights to São Paulo, Brazil  Asia Pacific Airlines Carried Just 1.4 Million Int. Pax in November  Korean Air Delays Changes to SkyPass FFP; Extends Mileage Validity  STR Appoints Isaac Collazo as Vice President of Analytics  IHG Opens Second voco Hotel in France  Cathay Pacific to Operate Number of Flights to London Heathrow  Hong Kong Extends Airport Relief Package  Cathay Pacific Cargo Launches Flights to Riyadh, Saudi Arabia  Marriott Expands JW Brand to Australia with New Gold Coast Hotel  Alaska Airlines Orders More Boeing 737-9 Aircraft  Japan Airlines and Qantas to Form Joint Business  Bombardier Completes Acquisition of Service Centre in Berlin  Aircalin Takes Delivery of First Airbus A320neo  Etihad Airways Launches Charter and Special Flight Services  Shangri-La Offers Free COVID19 Insurance at Hotels in Singapore  Qatar Airways Takes Delivery of 53rd Airbus A350 Aircraft  Lenen Mar A. Porras Joins Cambodia's Dara Hotels Group  Emirates Celebrates Launch of Premium Economy Class with Free Upgrades  Bombardier Receives Firm Order for 10 Challenger 350 Aircraft  Linda Hemels Joins Capella Singapore as EAM - Food & Beverage  Will British & Irish Lions' Tour of South Africa Go Ahead?  Qatar Airways Cargo Takes Delivery of Three More Boeing 777 Freighters  Four Seasons Returns to Bangkok with Brand New Hotel on the River  Cathay Pacific Carried Just 37,815 Passengers in November  Dhaalu Airport Just 7 Minutes from Niyama Private Islands in Maldives  Alma Resort in Vietnam Appoints Two Executive Sous Chefs  Héli-Union Orders Two Airbus H160 Helicopters  Air Canada Operates 4,000th All-Cargo Service Since March  BA CityFlyer to Operate Southampton - Europe Flights  Air Greenland to Replace A330-200ceo with A330-800  Onyx Hospitality Signs First Shama Resort  Lufthansa Signs New Distribution Agreement with Sabre  Air Canada Launches Thrice Weekly Flights to Doha, Qatar  Faradair Aerospace Targets 300 Bio Electric Hybrid Aircraft by 2030  Hi Fly Bids Farewell to Airbus A380  IATA Unveils Key Design Elements of Travel Pass  Plaza Premium and marhaba Form Strategic Partnership  Jesper Soerensen Joins The Standard Huruvalhi Maldives as GM  First Phase of The Londoner Macao to Open in Q1 2021  S Hotels & Resorts Unveils Major Expansion Plans  FedEx Takes Delivery of World's First Purpose-Built ATR Freighter  Rezen to Promote New World and Tongpai Hotels in China  Atomize Appoints Michael McCartan as Chief Growth Officer  IATA Calls for Employees in Aviation to be Considered Essential Workers  Air Canada Appoints Amos Kazzaz as EVP and CFO  Boeing Awarded US$109m Contract for New Zealand P-8A Poseidon Training  IHG Signs First voco Hotel in Vietnam  First Ritz-Carlton Reserve Opens in Japan  China Airlines Expands Cargo Fleet with First of Six Boeing 777F Aircraft  Russian Helicopters Begins Production of First Mi-171A3 Prototype  Air France Adds Bordeaux to Train + Air Service  Air New Zealand to Operate Special Flight for Wildfoods Festival in March  AirAsia X Looking to Raise RM500 Million  Elbit Systems to Upgrade Romanian Air Force's IAR-99 Aircraft  Cebu Pacific Adds Second ATR Freighter to Fleet  Four Points by Sheraton Sydney Central Park Put Up For Sale  Hong Kong Int. Airport Handled 81,000 Passengers in November  British Airways Partners ZeroAvia on Hydrogen-Powered Aircraft Project  Bali Hotels Association Appoints New Chairman and Vice Chair  Charlie Parker Joins Four Seasons Resort Hualalai as General Manager  EcoPulse Hybrid Aircraft Demonstrator Passes Preliminary Design Review  Flair Airlines Appoints Garth Lund as Chief Commercial Officer  Singapore to Lift Border Restrictions for Visitors from Taiwan  Inmarsat's GX5 Delivers Massive Capacity Boost to Europe and Middle East  Scott Kirby Appointed Chairman of Star Alliance's Chief Executive Board  COVID19 Testing Facilities for Departing Pax Open at Hong Kong Airport  Oxford Researchers to Analyse Data from oneworld's COVID19 Trial  ASEAN Tourism Forum 2021 Postponed Until January 2022  HD Videos and Interviews  Podcasts from HD Video Interviews  RSS News Feed and Ticker  Travel Trade Shows in 2020 and 2021  High-Res Picture Galleries  Travel News Asia - Latest Travel Industry News 

Receive our Latest Travel News Daily Email free of charge by entering your email address and name in the boxes to the right and clicking subscribe. You can also receive the news by WhatsApp, stay updated with our RSS Feed Free Travel News RSS Feed, and even Add the Headlines to Your Website free of charge. Have questions? Please read our travel news FAQ.

Copyright © 1997-2021