Alliance Personalisation

February 13, 2012

The recent launch of RoomKey (Choice Hotels International, Hilton Worldwide, Hyatt Hotels Corp., InterContinental Hotels Group, Marriott International and Wyndham Hotel Group), set me thinking that this would be a great idea for airlines; like-minded businesses coming together to control distribution costs and direct traffic through to their existing branded websites.

Hold on a minute! They do - the alliances! Of the three alliances, SkyTeam offers the best look to booking experience, but what a great opportunity to use these distribution channels to engage travellers directly. As well as standard fares, show promotions and dynamic and personalised adverts deep linked into an airline's results flow. This will have the benefit of reducing the number of steps and clicks a traveller has to go through to get to what they really want: the best deal for them. Travellers keen to accrue loyalty points or stay within travel policy have another transparent point of access to not only build their itinerary, but to develop deeper relationships with the brands they trust.


Mike Naylor

Business Development Director, Datalex


About Datalex
Datalex is a market leader in digital commerce for travel retail. The Datalex Digital Commerce Platform provides airlines with a unique solution to drive revenue and profit as digital retailers. Today the platform enables a travel marketplace of over one billion shoppers covering every corner of the globe, driven by some of the world’s most innovative airline retail brands. The Group is headquartered in Dublin, Ireland, and maintains offices across Europe, the USA and China. Datalex plc is a publicly listed company on Euronext Dublin (DLE).

What we do

Datalex empowers airlines to be digital retailers. With more than 800 capabilities, including Offer & Order Management, the Platform offers airlines the ability to deliver a competitive and differentiated airline retail experience on every device, across every sales channel and at every touchpoint in the customer journey.


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