Published on November 3rd, 2022 | by Alan Dwyer


Datalex Accelerates Airline Dynamic Retailing Capabilities with IATA ARMi certifications

Datalex has announced that they have successfully been certified on the IATA Airline Retailing Maturity index (ARMi) for three Dynamic Pricing capabilities, including Continuous Pricing. The announcement coincides with the first day of the IATA World Passenger Symposium, taking place in Bahrain. Datalex is a market leader in airline retail technology, based in Dublin with offices in the USA, China, and Australia. These latest certifications underpin Datalex’s laser focused product approach to have the fullest set of Offer and Order retailing capabilities utilising the latest NDC 21.3 schema version, and the organisation’s longer-term retailing vision for consistent and intelligent offers and pricing across all channels, including NDC (new distribution capability).

Datalex is one of only two technology vendors to be certified on the IATA ARMi in relation to the three Dynamic Pricing capabilities:

  • Continuous Pricing – AI-powered pricing that generates infinite price points for more customer-centric pricing.
  • Dynamic Price Determination – Real-time calculated prices based on the customer’s shopping context
  • Pre-defined Price points with Dynamic Price Adjustments  Use of discounts and mark-ups to create more price points, even when filing fares with ATPCO. 

The certifications bring important benefits for airlines as well as unlock greater value for their customers with improved differentiation of products, offers, and prices. This includes a greater ability for the airline to differentiate via travel agencies with more control over, and more customer centric offers and pricing; enhanced offer choice across direct and indirect sales channels; and progression towards future proofed modularity, empowering airlines with standalone technology that connects intelligently to others.

Commenting on the new certifications, the Chief Product Officer at Datalex, Conor O’Sullivan said, “This is a significant milestone in our advanced retailing strategy for airlines. Our latest ARMi certifications bring us further on the journey to truly differentiated offers with competitive and optimal pricing and further recognises our proven ability to deliver rich retailing capabilities for airlines across both the direct channel and NDC. The benefits to our airline partners in terms of content differentiation, greater offer and pricing control, and increased channel consistency, reinforce Datalex’s status as the industry’s leading digital retail partner.”

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