We help airlines redesign what they sell

Many regional airlines sell one product at many prices. A fare family lets each passenger choose what they value: a checked bag, a chosen seat, a free change.

The fare a passenger pays then reflects that choice, and the airline can charge for extras it used to give away or never offered. We look at how your passengers book and what they add, then design a small set of fare families, the rules for each and a list of extras. We count the booking letters before the design is final, because each fare family at each price level uses one.

• Fare families with rules and what each includes
• A list of extras by route type
• A booking class map with room to grow
• A test plan with control flights

Each fare and extra needs a price, and the steps between them decide which one a passenger picks.

If the step to the next fare is too small, passengers get its bag and seat for almost nothing. If it is too large, almost nobody moves up. We set prices and steps by route type and season from your booking history and daily rival fares, agree in advance when to match a rival and when to hold, and set how many seats to sell at each price. You can try this on one flight here.

• Prices and steps by route type and season
• Rules for matching and holding against rivals
• Seat limits and overbooking rules
• Reporting your finance team accepts

A passenger decides more than once: when booking, in the weeks before the flight, at check-in and at the gate.

Each moment can carry a different offer: a chosen seat after booking, a bag at online check-in, an upgrade when seats at the front are still empty close to departure. We set which offer appears at each moment, at what price, and how your reservation system delivers it.

• Offers after booking: seats, bags and upgrades
• Check-in and gate offers with prices
• Upgrade rules where your systems allow them
• A test plan for each new offer

Your website, travel agents, global distribution systems and NDC each show your offer differently and leave you a different amount per ticket.

A passenger who books through an agent should be able to see and buy the same fare families as on your website. We set how each fare and extra is filed and shown in each channel. On one illustrative EUR 500 ticket, selling through a GDS and travel agency costs about EUR 20 more than selling directly, so we also measure what each channel costs you per booking and set a direct-sales plan that keeps the sales agents bring.

• Fare families filed so agents can sell them
• Net cost per booking by channel and market
• A review of agency incentives and contracts
• A position on NDC for your size of airline