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Airline Dynamic Offers

The evolution from static fare pricing to fully dynamic offers starts here

ATPCO is committed to driving the industry to a world of offers and orders 

Travelers are moving from low fare search to attribute-based search and offers, and ATPCO is supporting this evolution with a plan to provide the framework needed for 80% of fares and offers sold to be dynamically generated by 2026.   

To achieve this vision, significant transformation and innovation is required for the industry. ATPCO will drive the industry forward by leveraging and transforming our current content and technology, facilitating new content, and evolving our standards.  

Value for customers and sellers 

Dynamic offers will change flight shopping by providing the seller and traveler more value than ever before.  

Better experiences 

Data has shown that travelers expect this level of flight shopping, in line with how they shop for other fares and goods across the internet. 

Generate more loyalty 

With better product transparency, customer expectations align with reality, which develops an increased level of trust and loyalty.  

Higher yielding products 

Travelers are more likely to pay more for the exact product they are looking for, potentially leading to higher yield.  

Where can dynamic pricing take you?

Who's building dynamic pricing?


% conversion increase


% revenue increase





Simplified model for dynamic pricing 

An airline might use more than one approach to create offers, depending on their scale, business model, competitive environment, and other factors.

optimized pricing

Predefined price points with dynamic availability

  • Dual RBD
    • Capability to increase price points by requiring inventory in 2 different RBDs

  • Quantum pricing
    • More frequent updates based on automated price determination and upload APIs
adjusted pricing

Predefined price points with dynamic price adjustments

  • DPE predefined pricing
    • DPE determines optimal price from a set of defined (pre-distributed) prices

  • DPE generated pricing
    • DPE determines optimal price and adjusts pre-distributed price
continuous pricing

Fully dynamic price determination

  • Min/max pricing
    • Airlines distribute a min/max range, eliminating the need to pre-distribute individual prices

  • Bid pricing
    • Airlines link their Revenue Management systems directly to price determination

How do we get there?

The dynamic offers breakout session from Elevate 2022 explains our path toward 80% of
fares and offers sold to be dynamically generated by 2026.​

Support for your strategies

Recent trends in technology, retail, and consumer expectations point to a future that embraces personalization and recognition of customer value—which is at the core of dynamic pricing. We're helping the industry to work out how to serve many business needs and models, and you're welcome to join.

Solving problems together 

Join fellow airlines, systems, industry bodies, and academic experts meeting now to create solutions that work for all. 

Network economics

We’re taking your input and doing the foundation work for you. Our guides make it simpler to get your unique pricing initiatives off the ground. 

Building it right

Share your requirements in design teams or one-on-one pilot programs and be confident our standards are built to fit your long-term strategy. 

Join the team bringing customized offers to the industry



screenshot of dynamic pricing model

Simplified Model for Dynamic Pricing  

The Simplified Model for Dynamic Pricing allows airlines to implement different dynamic pricing approaches that match individual infrastructure.

Download the overview

screenshot of Dynamic Pricing Engine implementation guide

Dynamic Pricing Engine 

This guide was developed in partnership with the industry to identify and define the three main dynamic pricing mechanisms.  

Download the implementation guide

screenshot of RBD Dual Validation Implementation Guide

RBD Dual Validation 

This guide explains how individual airlines and systems utilize reservation booking designator (RBD) capabilities.  

Download the implementation guide