By Sean O’Neill, Skift – Feb 05, 2019 9:00 am

Three of the top distribution executives for American Airlines, Delta Air Lines, and United Airlines declared in October that they wanted online booking partners to display their airfares just like they show their branded fares on their own websites.

On Tuesday, TripActions, a corporate travel startup, began to roll out the first commercial version of the concept.

Travelers booking flights on the desktop version of TripActions will start to see more details, branding, and imagery of cabin classes and amenities. domestic and domestic-originating flights. The new booking experience works for domestic and international flights, including international to international itineraries, and for flights on joint venture partners of American, Delta and United, according to the company.

The move shows the fast-rising prominence of TripActions, a Palo Alto-based startup. It was only last November that the company received a $154 million Series C investment round led by Andreessen Horowitz. Once dismissed by some as a gimmick, the company has grown in influence as its customer base has expanded.

The airlines are working on the standards with ATPCO (formerly known as Airline Tariff Publishing Co.), an airline-owned tech firm.

On Tuesday, Gianni Cataldo, head of research and development at ATPCO, said the company is aggregating content to provide contextual results based on shoppers fare and itinerary for these airlines.

“Much of this data is readily available, but not standardized or consistent between carriers and markets,” said Cataldo. “Our goal is to align on the correct data and to test what consumers like to find consistent and focused ways to display content that does not favor any single carrier.”

The TripActions effort is the first commercialized trial of ATPCO’s efforts. Anique Drumright, head of product at TripActions, said the company’s first attempt at the new presentation of data offers a “richer display of carrier-specific offerings including branded fares, seat maps, in-flight amenities, and seat photos where available.”

For several months, Delta had withheld its content from TripActions, acknowledged Ariel Cohen, co-founder and CEO of the startup. However, with the new display, Delta resumed providing its content this month because it now looks reasonably close to how it presents its products on its own channels.

Rhonda Crawford, vice president of global distribution and digital strategy for Delta, said in a statement that TripActions was “setting a new gold standard for third-party displays.”

TripActions will roll out the new display functionality in phases: first on desktop and then on mobile devices. The company will then add other airlines.

TripActions pulls fare content from third-party global distribution systems, primarily Sabre. It meshes the content with data that ATPCO and RouteHappy, a tech firm it acquired last year, have aggregated and standardized.

Five months ago, Tye Radcliffe, director of distribution for United, Neil Geurin, director of distribution strategy at American Airlines, and Jeff Lobl, managing director of global distribution strategy at Delta Air Lines, previewed the idea of a “next-generation storefront” (NGS) during a rare joint-presentation at an ATPCO conference in Washington, D.C.

Their concept focuses on how fares are displayed for shoppers, unlike the so-called new distribution capability much discussed in the past several years, which has instead focused on how industry players exchange data.

For the next-generation storefront, carriers file data with ATPCO without having to use the NDC (New Distribution Capability) Exchange announced earlier last year — a separate initiative for retailing pioneered by Air Canada and other carriers.



American Airlines, Delta Air Lines and United Airlines requested that online booking partners show their air fares. TripActions is a corporate travel company that began to implement this system, which is an additional service for passengers, where are detailed information of its class and service brands is revealed in the cabins, for domestic and international flights, this It is the first attempt to share its data, also offering information about specific offers for operators such as rates, seat maps, in-flight amenities and photos of seats, among others.

TripActions also collects content from tariffs of different global distribution systems of third parties, mainly Saber.

Finally, TripActions will implement this tool in different phases: first in the desktop and then in mobile devices, the company intends to add other airlines in this service.


  • Travelers, customers and consumers will be able to know detail the rates and specifications of their trips in relation to airlines.
  • TripActions will implement new features such as: information, photographs, and seat preferences. To contact travelers with ease, their service is done through the desktop and mobile devices.
  • This new information tool is implemented on national and international flights, as well as its itineraries and for flights with partners of companies that work with American, Delta and United.


  • This is a competitive advantage, which will make airlines and companies acquire this service over time, since users prefer to receive all the details and specifications of their trips and nowadays not all airlines use it.


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Author: leslie_venegas