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Airline buzz word decoded: What is a branded fare?

Branded Fares comparison table

When an airline chooses to bundle its airfares with options and features, such as refundability and miles accrual, or a pre-reserved seat, baggage, and meal, it is branding fares.

Branded fares build brand recognition and create upsell opportunity

Since rolling out our Branded Fares solution in 2017, we’ve seen airlines use this practice for a variety of reasons:

  1. Promote the features that set them apart so they can build brand recognition and loyalty
  2. Manage customer expectations by clearly presenting what is included in a given fare
  3. Create upsell opportunity by grouping optional services
  4. Target specific segments based on market

Branded fares allow flyers to select the experience that best fits their preferences and the purpose of their journey.

Clear display of included and optional services as well as features increases conversion rate and promotes customer retention. Airlines can make the decision-making process easier for passengers by providing comparison charts and infographics displaying each of the options and showing which are bundled into the branded fare.

Airlines across the world are recognizing the value of Branded Fares

While airlines have a choice when it comes to their branded fares solution provider, ATPCO is the clear market leader: more than 237 partners accounting for 99.97% of ASKs use our Branded Fares solution. The simplicity of data input to “marry” their fares with their features allows airlines to distribute their branded fares with precise control and reach the right customer at the right time with the right offer.

Airlines of all sizes have proof of increasing revenues thanks to Branded Fares. Take the opportunity to speak with an ATPCO Branded Fares professional and learn how to benefit from the ATPCO expertise.

Talk to an expert

Download the Branded Fares white paper

This article was originally published on 1 January 2018.

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Brad Damman

About Brad Damman

Brad’s career in marketing and the travel industry began all at once in 2021 after interning at ATPCO.

His passion for connecting with others has blossomed into a love for the complexity and mission of the industry we serve. In his time at ATPCO, he has worked on marketing strategies for pricing and merchandising products.

He is currently focused on Community Participation and go-to-market strategies for ATPCO’s solutions aimed at enabling dynamic offers.