Datalex achieves Iata certification for three dynamic pricing capabilities

Dublin-based firm hits 'significant milestone' on the Airline Retailing Maturity index

by Aidan Poole

Airline retail technology specialist Datalex has been certified on the Airline Retailing Maturity index (ARMi) for three dynamic pricing capabilities.

The Dublin-based firm is one of two technology providers to have achieved the IATA ARMi certifications for Continuous Pricing, Dynamic Price Determination and Pre-Defined Price Points with Dynamic Price Adjustments.

The announcement reinforces the company’s ability to generate AI-powered price points in real time, highlighting the vision for intelligent pricing across channels including new distribution capability (NDC), according to Datalex.

The certifications bring benefits for airlines and value for customers with better differentiation of products, offers and prices.

Datalex said: “This includes a greater ability for the airline to differentiate via travel agencies with more control over, and more customer centric, offers and pricing; enhanced offer choice across direct and indirect sales channels; and progression towards future proofed modularity, empowering airlines with standalone technology that connects intelligently to others.”

Conor O’Sullivan, chief product officer at Datalex, said: “This is a significant milestone in our advanced retailing strategy for airlines.

“Our latest ARMi certifications bring us further on the journey to truly differentiated offers with competitive and optimal pricing, and further recognises our proven ability to deliver rich retailing capabilities for airlines across both the direct channel and NDC.

“The benefits to our airline partners in terms of content differentiation, greater offer and pricing control and increased channel consistency, reinforce Datalex’s status as the industry’s leading digital retail partner.”

The recent appointment of industry leaders Bryan Porter as chief revenue officer and Brian Lewis as chief technology officer, in addition to customer wins with easyJet and Virgin Australia, have helped Datalex reassert business after the challenges of COVID, according to the firm.

The announcement of Datalex’s certifications coincided with the first day of the IATA World Passenger Symposium, occurring in Bahrain.