Offer and pricing management use sophisticated merchandising and personalization features to configure accurate pricing, availability and sales content for fares, limitless ancillary/ optional products and services (bags, seats, lounge, in-flight meals and many more) and an extensive array of non-air ancillary offerings (car hire, flights, hotels, travel Insurance, ground transportation, tours & attractions and many more). Control all product content in one place, including products syndicated from multiple sources.


The product catalog enables the configuration of limitless product content and pricing availability from the domains of air optional/ancillary services, hotel, car, insurance, ground transportation, activities and tours, and airport parking.

Built for the travel retailer, the product catalog enables the sale and management of products in a travel related environment; per segment, per passenger, per PNR, per cabin; and automatically adds policies and remarks for down line systems that can be assigned in a way that aren’t required for other retail items.

Customers leverage this component to unlock new sources of revenue and loyalty from innovative ancillary offerings. The product definition is completely user definable, meaning there are no limitations as to the number or type of products that can be setup.

Products that airlines use from the product catalog include bag products, on-board meals, duty free products, on-board Wi-Fi, redemption bundles, and much more.

The eligibility and pricing rules for each product are controlled through business rules and can be tailored to meet a wide range of requirements including but not limited to: channel, customer type, promotional campaign and more.

The airline pricing and availability component provides high performance availability, interline shopping and pricing across multiple carriers. A scalable and robust pricing system, it processes millions of price availability queries every hour for global travel retailers in support of advanced shopping, bundling, refunds and trip management commerce features.  It seamlessly inter-operates with multiple external fare sources and with the product catalog for ancillary pricing. 

Travel suppliers require the flexibility to dynamically create multiple bundles, promotions and offers from a single fare; to apply much greater levels of customer segmentation, yet limit the fare management costs. This is what differentiates our pricing and availability when compared to other generic systems in the market.

Many concepts of airline pricing today originate in the available distribution technology more than three decades ago. A revolutionary change in the way airlines price and revenue manage is expected as pricing systems will need to support dynamic pricing of personalized offers. This is a core competence at Datalex. We are technology partners to the most progressive airlines in the world, working together to deliver next gen airline pricing software which will abstract from legacy constraints and deliver the future of dynamic rules driven pricing across all channels.

The promotions component provides the capability for business users to dynamically configure and deploy promotions and offers during the shopping process. It is a flexible framework providing an airline with an easy-to-use and robust set of features to quickly publish a wide variety of promotion types that are available to all potential customers, to a targeted and limited sub-set of customers, and even an individual customer.

Promotions functionality enables the efficient creation of a variety of promotion types. When coupled with marketing strategies, it can drive demand and increase conversion rates.

The Merchandising component enables dynamic management of merchandising business rules for optimized and tailored offers in real time enabling a seamless, optimized and consistent retail experience aligned to brand value.

The component enables sophisticated merchandising and personalization functionality to shop, promote, bundle, package, reward and tailor a multitude of travel products across all channels and touchpoints.

Merchandising Services are further enhanced through dynamic pricing, product management and persona components to dynamically price and tailor the offering according to market, channel, touchpoint and persona group.

The loyalty redemption component provides the capability to shop and pay for products and services using all frequent flyer miles or a combination of redeemed frequent flyer miles and money.

The airline has the ability to create flexible rules that define redemption ratios for air fares stored in monetary units. The redemption ratio rules include rounding rules. When using the “miles and money” option, the system can present the user with a “miles and money slider” control where the user can interactively see various miles and money combinations. Various payment settlement methods are supported.

A customer profile engine is exposed as a set of web services with seamless support for all external customer profile systems also. The Datalex Commerce Platform is integrated with a wide variety of airline loyalty programs.

A Search Server gives the airline ultimate control to serve the needs of metasearch and media partners, presenting the capability to target specific deals to this increasingly relevant channel while significantly reducing the cost of host transactions.

Fares, taxes, schedules and seat availability are updated in real time using this intelligent cache which ensures accurate price and availability. The Search Server stores information such as lowest price per day, route, POS, carrier, passenger type and currency.

The airline can configure search parameters within a flexible query engine which supports all fare types and fare bundles. Results are exposed in a JSON API which allows flexible and reliable search queries. This data can then be retrieved to support metasearch partners and to target and advertise offers.

The persona component uses multiple data sources including intelligence obtained during the shopping process to dynamically establish a set of ‘persona’ characteristics that define the customer’s needs and market segment.

This feature makes real-time predictions of implicit interest and customer value to optimize what is offered and at what price, with categorization of product, pricing and promotions based on the customer’s persona.

Persona calculation uses business rules to characterize the customer’s needs. Some of the input data includes profile information, search criteria, contents of the existing shopping cart and other external information like web session information. Once we have determined the persona characteristics, we examine and optimize product priced options most likely to convert.
We turn insights into retail decisions!