Industry colleagues,
Happy New Year! I believe 2025 is the year we will see the fastest acceleration toward dynamic offers yet. This year is also a special year for ATPCO, as we commemorate our 60th anniversary. Any company marking six decades in business is something to celebrate, but as I reflect on more than half a century of innovation and partnership that have transformed the airline industry, I am in awe at the staying power of ATPCO. From the first IBM mainframe in the 60s, deregulation in the 70s, and electronic tariffs in the 80s to the first online platforms of the 90s and the vast spread of online flight shopping of the 2000s to the birth of mobile and modern retailing in the 2010s, ATPCO has been there for the industry through every pivot, technology change, and more.
The airline industry is in the midst of a data revolution, where success hinges on the ability to collect vast amounts of information, derive meaningful insights, and make agile, informed decisions. Whether it’s dynamic pricing or modern retailing, data serves as the foundation for growth, differentiation, and enhanced customer experiences.
In 2025, we remain steadfast in our mission to empower airlines and industry partners to navigate the complexities of modern airline retailing and pricing by focusing on a critical trifecta for airlines: getting the data, understanding the data, and actioning the data.
2025 is all about putting data into action
This year, ATPCO is addressing these data needs by offering solutions that move the industry from data to action with precision and efficiency.
We are committed to taking data to new heights this year through products and partnerships that simplify processes, enhance insights, and enable innovation across the ecosystem. At the heart of these efforts are three transformative offerings.
Product Catalog: Accelerating dynamic offers
Under development after months of industry collaboration in the Dynamic Offers Design Team, ATPCO’s Product Catalog is a pivotal step toward enabling 80% of airline offers to be dynamically created by next year. The end result will support interoperability between airlines doing dynamic offers and those using traditional offers, translating and maintaining data between both types of offers.
By separating product and price, airlines can focus solely on product details, allowing dynamic pricing at the time of shopping without disrupting processes. ATPCO will help airlines populate their catalogs using existing data and simplify the transition to personalized, flexible offers. ATPCO is betting big on our Product Catalog, and we are excited to show you what it can do.
3Victors: Leveraging competitive insights with PriceEye
Following our acquisition of 3Victors in December 2023, we are developing advanced machine learning and artificial intelligence capabilities to deliver comprehensive, real-time competitive air travel insights. 3Victors’ PriceEye, which is a competitive intelligence solution built with AI that uses enriched shopping data from multiple sources, is the data source all airlines will need in 2025. By transforming raw travel search data into actionable intelligence, PriceEye equips airlines with a clear edge in a fast-changing market by enabling airlines to
- Understand competitive pricing structures, gaining a comprehensive view of market pricing dynamics to inform strategic decisions.
- Enhance revenue generation by identifying opportunities for pricing adjustments that align with market conditions and consumer demand.
- Improve operational efficiency through access to reliable data delivery with transparent monitoring, ensuring timely and accurate insights.
Assembled Data: Streamlining offer creation
With the right data, you can optimize pricing, streamline processes, and quickly adapt in an evolving industry, which is why ATPCO is investing in our Assembled Data solution. Assembled Data takes the hassle out of mundane tasks by consolidating total prices, taxes, and surcharges with validated scheduling information, offering airlines and technology providers a ready-to-use dataset. In 2024, airline adoption of Assembled Data grew by more than 20%, and we expect to see stronger adoption this year. By streamlining the market analysis and offer management processes, airlines can save valuable time and resources, and it is something airlines can use today to make a big impact.
Strengthening industry partnerships
ATPCO recognizes that collaboration is essential to addressing the industry’s shared challenges. From our work on integrating CO₂ emissions data into traveler-facing platforms in 2024 to working together to enhance tax data consistency and simplify TFC (taxes, fees, and charges) management in 2025 with IATA, our partnerships continue to reduce complexity, enhance transparency, and optimize the customer experience.
This year, our focus is clear: help the airline industry get the data it needs, understand it at a deeper level, and action it with greater agility and precision.
I look forward to seeing many of you in April at our Elevate event in Chicago, where we will discuss the industry’s journey of transformation in more detail and share learnings along the way. Here’s to 2025, and taking data to new heights together!
Alex Zoghlin
