Introduction
The importance of rich content in “the attention economy”
are often confused by the
could end up losing airlines
month is ATPCO.
ever-expanding options
revenue, especially as the
presented to them, espe-
content and choices are of-
cially as services beyond the
ten being shown to passen-
actual ticket are unbundled.
gers on third party sites.
academic who originally
To take just one example,
That’s where our Sep-
coined the term, Matthew
many full service airlines
tember industry partner,
Crawford put it, “attention
now encourage passengers
ATPCO comes in. ATPCO’s
is a resource — a person
to pre-book and pay for
rich content helps airlines
has only so much of it.”
seats in economy (rather
and distributors differen-
than offering this for free).
tiate and better monetize
But even in economy you’ll
their products.
The term the attention economy has been around for over 20 years. As the
Competition for that attention online is constantly increasing. However, so is the mass of information and choices presented to
sometimes find three, four or even five options all at different price points.
It creates modern retailing solutions for airlines and sales channels by merging
consumers, especially in
There are good commercial
the industry’s most reliable,
the e-commerce and online
reasons why that’s so. How-
comprehensive fare data
shopping space.
ever, if the information isn’t
with consumer-friendly,
presented to passengers
standardized rich content.
in the right way, that con-
The result is better conver-
fusion and choice surplus
sions and higher sales.
Looking specifically at the airline industry, consumers
32.
Airline Marketing Monthly | September 2019
Our industry partner this
