ATPCO to expand airline access to Routehappy

Visuals, Attributes and the API rolled out to community participation members

ATPCO is expanding access to retailing data from its Routehappy service.

From January, all ATPCO community participation member airlines will gain access to the full merchandising suite of Routehappy, including interactive virtual cabin tours, seat images, and short videos.

Routehappy Visuals, Routehappy Attributes, the Routehappy API, and new self-service tools will be accessible across both direct and indirect channels.

The company says the move will increase virtual merchandising for flight shoppers worldwide by more than 40 per cent, giving each member airline more control, greater flexibility, and a scalable way to connect with travellers during the flight.

Routehappy Attributes, which enables airlines to publish information about onboard services and fare options such as Wi-Fi availability and baggage allowance in the flight booking process are already available to community participation airlines.

“This is more than a product update, it's a mindset shift,” said Tom Gregorson, chief strategy officer at ATPCO.

“Airlines have spent years and hundreds of millions of dollars enhancing their onboard product, but many shopping displays still focus only on price and schedule.

“With the full Routehappy suite now part of Community Participation, airlines can easily bring their products to life for every shopper, in every channel.”

ATPCO’s 2024 and 2025 flight shopper surveys show that visuals significantly influence traveller behaviour.  

The research found that 80 per cent of travellers want to see their seat before booking; 83 per cent want to explore a virtual tour when selecting a seat; 66 per cent say visuals increase their likelihood of paying for a better seat and 82 per cent are more likely to purchase extras after booking when visuals are included.

ATPCO informed airlines of the change in June to allow them to create Routehappy Visuals in time for the January launch.

Between June and September 2025, more Routehappy Visuals were created and submitted than in the previous two years combined.

This increase means that, by launch, consumers will see a minimum  43 per cent increase in the number of visuals than currently exist on flight shopping websites.

Some 47 additional airlines are already working with ATPCO to create this content in the coming months. Twenty airlines have already prepared visuals ahead of the January launch.

Full-service carriers such as Finnair and Virgin Australia are showcasing premium experiences, while low-cost airlines like Breeze Airways and Norse Atlantic Airways are using visuals to highlight their value.  

Routehappy Visuals allows airlines to showcase seat types, cabins, meals, and more.

Routehappy Attributes can be used to clarify fare rules, benefits, and onboard features.

Airlines can integrate content into their own websites and other touchpoints via the Routehappy API.

And carriers can create, manage, and update visuals in near real-time with new self-service tools in the Routehappy Hub.