Last month ATPCO, the largest distributor of fare data for the airline industry, bought Routehappy, a company that collects flight experience data. It’s a game changer, and First Class Flyer readers are in a particularly good place to benefit.
The purchase means that data for many more decision criteria you want to know about, will be in one place. Along with schedules, fares, aircraft type, and cabin configuration, you’ll be able to get information about in-flight amenities, meal service, seat width and pitch and more. This information has been available before, but never before in one place. FCF readers love the details that uncovers true value, because they realize that a seat is not a commodity. Most folks don’t, and that plays right into the airline’s game. This transaction will both decommoditize and democratize air travel at the same time.
Travel Value Is Often Hidden
Air travel is one of the last bastions of “fingers crossed purchasing.” If you’ve never flown the airline, you have no idea until you get to the airport or onboard your flight of the experience you’re about to enjoy or endure. This is unlike so many other sectors of the economy in which comparing and researching products (dishwashers, computers, cars, etc.) is now the norm.
For 21 years, First Class Flyer has gone beyond price to uncover true value. We’ve looked at the travel experience as a whole, not just at the fare. A page out of our 2007 book, “London Flight Guide.” Note the “Bennett Rating” on the right.
A screenshot from Routehappy, soon to be a part of the ATPCO offering.
A Hypothetical Conversation with a Travel Agent in the New Era of Data
Charlie the Customer: Hey Tracy, I want to fly to Frankfurt in Business Class in September. What’s the best price you can get me?
Tracy the Travel Agent: Hi Charlie. Now you could fly Lufthansa for $2,320, that’s a pretty good price. But let’s see, the Singapore flight costs $48 more and you get a much wider seat and aisle access with every seat as the cabin layout is 1x2x1. APTCO’s Routehappy rating for the flight is 9.8 whereas Lufthansa is 9.1…up to you.
Charlie: Let’s go with Singapore Tracy, well worth $48 to have a much wider seat. You’re amazing!
Looking Forward
We think some airlines could actually go out of business in this new transparent landscape. Airlines that offer an inferior product will have a hard time parity-pricing with the better airlines because the product will be there for all to see. That should force down prices for inferior product airlines.
It’s like the fruit market where you can see which apples are bruised.
Long live analysis, research and good data – it’s been our bread and butter at FCF since 1996.