The acquisition, ATPCO claims, broadens its value to the entire airline distribution ecosystem by enabling rich content, making it a centralised platform for both airfare data and rich content.
Founded in 2011 and based in New York with 19 full-time employees, Routehappy has 65 customers including Expedia, Google, Sabre, and United Airlines.
It provides rich content for 300 airlines and its APIs have delivered 10 billion queries since its inception. Routehappy claims its rich content has proven to increase conversion, yield and customer satisfaction for both airlines and distributors.
ATPCO works with 430 airlines that use its fare and pricing rules content to fuel an estimated 87% of worldwide ticket sales.
"Airline merchandising is rapidly evolving, as rich content is more widely adopted across both NDC and traditional distribution models. As an industry, we want travelers to be able to see, and trust, the differences between flight options," said Jerry Foran, chairman of the board of ATPCO and head of product delivery, revenue management at British Airways. "This acquisition is another example of how ATPCO is executing on its promise to fuel the future of airline distribution.
"Our acquisition of Routehappy drives strategic innovation, reduces complexity, and delivers network economics to the entire distribution ecosystem. Routehappy has created an offering that solves many of the challenges that airlines encounter in delivering consistent messaging, branding, and merchandising through multiple distribution channels," said ATPCO president and chief executive Rolf Purzer.
"By aligning Routehappy’s complementary rich content with ATPCO’s fare and pricing data, airlines can ensure consistent and differentiated offers for their products in every sales channel."
The deal represents ATPCO’s first acquisition in its 53-year history.
Meanwhile, Amadeus has integrated new "Routehappy by ATPCO" content into its retail system, enabling airlines to display product differentiators through multiple Amadeus channels.
Routehappy-hosted content includes Universal Product Attributes (UPAs) which include headlines, descriptions, and photos. Online Travel Agencies will also be able to access airlines’ rich content through the Amadeus Web Services - displaying it directly to travellers, via a redistribution agreement, a first of its kind for Routehappy by ATPCO.
“Amadeus and Routehappy together unleash a vast opportunity to help airlines better differentiate their products in travel agencies and OTAs all over the world,” said Robert Albert, chief executive of Routehappy by ATPCO. “Our mission is to differentiate and better monetize flight shopping. We’re platform, channel and delivery agnostic to help airlines differentiate in all sales channels direct and indirect, so our Amadeus partnership is a huge step forward in reaching distribution ubiquity for airlines. We’re excited to work closely with Amadeus to further improve flight shopping together.”