Airlines have done a heroic job over recent years in cutting costs and raising revenues, yet frustration abides with the current economics of distribution and the struggle for profitability. The evolving airline merchandising strategies seek to maximize profitability and champion a new future in travel retailing, which refines the customer engagement across all direct and indirect channels.

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The OpenTravel Alliance (OpenTravel), the travel industry’s leading distribution specification and standards development organization, has decided to address the challenge of airline product and service merchandizing using advanced XML technology. Datalex, a founding OpenTravel member, has a robust set of schema that OpenTravel will use as their standard. As a founding member of OpenTravel,...