ATPCO Launches New Rich Content Format: Structured UPAs
ATPCO today launched a new format of Routehappy Rich Content: 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 Group’s Brand Expedia, Orbitz, Travelocity, Cheaptickets, Hotels.com, 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. 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 seats: 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.”
“We’ve seen an increase in conversions for those channels that integrated Reassurance UPAs and anticipate a similar impact for our new Structured UPA,” explains Savitch. One channel has seen a 4% conversion improvement by adding ATPCO’s 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.”