Etihad signs multi-year retail deal with ATPCO

Etihad signs multi-year retail deal with ATPCO

The airline retail software provider will create and distribute UPAs to airline’s third-party distribution channels 

Etihad Airways has announced the signing of a long-term retail agreement with ATPCO to create and distribute UPAs (Universal Product Attributes) to all third-party distribution channels. 

The deal enables the airline to accurately, consistently and visually display its offers in its own brand voice and tone, in multiple languages, regardless of the channel where the flight is sold. This is because UPA content can be highly targeted by aircraft, cabin, route, time of day and fare. As a result, passengers are shown time-sensitive and relevant content as they shop.

The deal enables Etihad to create tailored offers and communicate these more effectively with customers. The carrier has invested heavily in its product innovations and having the right offer show up in flight shopping results means more customers are able to see the benefits of flying with Etihad.


Etihad Aviation Group senior vice president, Sales & Cargo Martin Drew commented on the announcement saying: “Etihad is focused on improving its distribution strategy to ensure its customers have the same rich booking experience on any other channel as they would have on

“Partnering with ATPCO means Etihad can create a single source of accuracy for its offers and products, and ATPCO can distribute this to the market on our behalf. Working with ATPCO’s talented retailing specialists who are creating this compelling content on Etihad’s behalf has meant that we can accelerate our digital transformation and increase ancillary sales.”

ATPCO head of Sales and Partner Success, EMEA Ailsa Brown added: “Evolving and modernising the user experience for flight shoppers is a priority for ATPCO. Routehappy Content helps airlines differentiate their offerings in flight shopping displays, ultimately improving conversion, upsell and customer satisfaction. Having Etihad Airways onboard means they can now get their content to market in an omnichannel environment quickly and efficiently.”

Etihad Airways’ UPA content is now live on more than 40 sales channels, including Amadeus, Ctrip, KAYAK, and Flight Center.

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