Yasin Demir, Virgin Atlantic - ATPCO · Virgin Atlantic’s retailing journey began in April 2018, with a vision to lead the industry towards a true retailing environment across all

#ATPCOelevate

Yasin Demir, Virgin Atlantic

#ATPCOelevate

Virgin Atlantic’s retailing journey began in April 2018, with a vision to lead the industry towards a true retailing environment across all channels

#ATPCOelevate

Enhancing our Economy product, offering customers 3 news ways to book and clearly differentiating the added value to our customers

#ATPCOelevate

Standardizing fare inclusions and imagery in order to drive consistency, drive upsell conversion and naturally increase average ticket value YOY

#ATPCOelevate

Enabling the traveler to make the right choice at the right time for their travel requirements

#ATPCOelevate

The Indirect Challenge – Same Route, Same Date, No Consistency

Commoditized, price driven display

Upsell USP’s are lost in most displays

Consumer has limited information to make decisions

Investment in product and content made by airline lost

#ATPCOelevate

The Indirect Challenge – The reasons why?

“API capabilities through the GDS restrict our ability to display a full suite of airline

products”

“Ancillary/Attribute filing via ATPCO is inconsistent across our airline partners,

no standardisation and requires development work in order for us to

consume & display correctly”

“Have the ability to serve & sell, whilst remaining within my work flow”

“Different airline fare brands / families / choices are confusing and hard to sell.

Price driven results avoid confusion.

“In most cases, airline content is irrelevant and generic. Tailoring content

to our specific agreements is a must”“API reliability issues are becoming a

frequent occurrence, airline filing changes and or GDS functionality breakages result in

airlines being taken off sale”

#ATPCOelevate

Ø Understanding our agency workflows & dependencies

Ø Define and implement robust content optimisation cycles

Ø Standardise filing in order to drive consistency Ø Market specific content, available at the right

time, right place

Ø Maximise market exposure across our invested merchandising offers

Ø Adapt to market changes quickly, keeping a step ahead of the competition

Ø Fare brands clearly differentiated, driving upsell and ATV

Ø Content ‘relevance’ in all markets we operate

We needed to be better at…..

In order for Virgin Atlantic to…..

#ATPCOelevate

Next Generation Storefront™ will continue to drive Best Practice and Standardization

#ATPCOelevate

Bridging the gap between indirect and direct

#ATPCOelevate

#ATPCOelevate