Datalex accelerates Airline Dynamic Retailing capabilities with IATA ARMi certifications

November 1, 2022


Datalex is one of the first technology providers to achieve the IATA ARMi certifications for Continuous Pricing and Dynamic Price Determination capabilities in airline retailing, which further cements Datalex market leadership in advanced airline retailing across all channels.  

Tuesday, 1 November 2022, Dublin, Ireland and Manama, Bahrain Datalex, a market leader in airline retail technology, today announces that the company has 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.  
These latest certifications underpin Datalex’s laser focused product approach to have the most complete 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 unlocking 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, Conor O’Sullivan, Chief Product Officer at Datalex 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.” 
Emerging from a challenging period globally for the travel industry, Datalex has re-asserted its market ambition and leadership in recent months with a series of announcements, including the appointment of industry leaders Bryan Porter as Chief Revenue Officer and Brian Lewis as Chief Technology Officer, as well as new customer wins with easyJet and Virgin Australia.


About Datalex 

Datalex’s purpose is to transform airline retail. Datalex is a market leader in airline retail technology, offering unique products that enable airlines to drive revenue and profit as digital retailers. Datalex has a strong track record of delivering digital retail transformation for progressive airline brands worldwide. The Group is headquartered in Dublin, Ireland, and maintains offices across Europe, the USA, China and Australia. In 2022, Datalex was awarded the ‘Great Place to Work®’ and ‘Best Workplaces in Tech™’ certifications. Datalex plc is a publicly listed company, on Euronext Growth, Dublin. 

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