OpenJaw Technologies Announces Latest t-Retail Platform Release With Branded Fares and Air Ancillary Bundles

Latest OpenJaw Release (15A) Enables Airlines to Grow Revenues via Dynamic, Omni-Channel Retailing of Air Ancillary Products; Augments Current Leadership Position in Airline Retailing Innovation

DUBLIN, Ireland, Mar 18, 2015  — Leading online technology partner to the world’s biggest travel brands, OpenJaw Technologies, today announced its t-Retail Platform’s latest release provides support for Branded Fares and dynamic Air Ancillary Bundles.

Branded Fares enable airlines to up-sell to a bundle of flight and air ancillaries such as baggage, seat upgrades and onboard meals to create differentiated products, unique to the airline brand, thereby driving revenue growth opportunities.

Through the application of merchandising rules and key data such as flight and customer profile, the t-Retail Platform enables airlines to dynamically offer customers the most compelling Air Ancillary Bundle. The t-Retail Platform delivers seamless, omni-channel retailing across the entire customer journey at any touch point such as in the booking path, within mobile applications, via the travel operator’s Contact Centre, in-flight and post-booking customer communications.

“The marketing of fares as meaningful customer propositions continues to develop and evolve. Airlines from both ends of the spectrum, low cost carriers and traditional carriers alike, have recognized that branding of fares and bundling of relevant attributes are a more effective route to growing ancillary revenues than a constantly expanding ‘tick list’ of options,” commented Mike Moore, Managing Partner, Travel Technology Research Ltd. “T2RL forecasts further growth by airlines in associated technology investments to support this trend of increasing sophistication in merchandising techniques.”

The t-Retail Platform fully supports:
• All air ancillary products:

° Flight-related: Baggage, seat upgrades, onboard meals, duty-free, in-flight connectivity, onboard entertainment options, passenger comfort items, etc.
° Airport-related: Fast-track passes, lounge access, airport concierge services, etc.

• Fine grained Product Management – the t-Retail Platform enables airline business users to create, load, configure and control product attributes within its Air Ancillary Manager catalogue. Product attributes include route/flight associations, sales conditions, availability rules and rich and multi-lingual content.
• Dynamic Inventory Management and Dynamic Pricing are delivered through the industry’s most powerful Merchandising Rules Engine. With Dynamic Pricing, the t-Retail Platform automatically adjusts product price based on either defined conditions (differential pricing) or product availability (yield-based pricing).

“Over the last several years, airlines have increasingly turned to air ancillary merchandising to counteract the pressures associated with increased competition and rising costs,” said Kieron Branagan, CEO, OpenJaw Technologies. “The latest 15A release of the t-Retail Platform enables the full remit of ancillary retailing so that airlines can leverage the opportunities presented by their unique brand.”

The merchandising of high volume air ancillaries and Bundles augments the t-Retail Platform’s market-leading capabilities for flight shopping, ground ancillary retailing, and dynamic packaging – for revenue and redemption. By combining these capabilities into a single platform, the t-Retail Platform uniquely supports the complete set of an airline’s merchandising needs.

– ### –
For more information:
Luke Keogh
Marketing and Communications
OpenJaw Technologies
T: +353 (0)1 525 7100

About OpenJaw
OpenJaw Technologies Limited is a leading online technology partner of the world’s biggest travel brands. Guided by the OpenJaw four principles of t-Retailing, and leveraging the power of the dynamic travel retailing platform, the t-Retail Platform, OpenJaw is dedicated to helping airlines, and other large travel companies, become travel retailing innovators.

The OpenJaw customer portfolio includes: British Airways, Cathay Pacific, Hainan Airlines, Aeroplan, AIR MILES, Asia Miles, Four Seasons Hotels & Resorts,, and Viajes El Corte Ingles.

OpenJaw is headquartered in Dublin (Ireland), and has offices in Galway (Ireland), Madrid (Spain), Kraków (Poland) and Hong Kong. More information is available at


Find out more about t-Retail.