Gulf Air, the Kingdom of Bahrain’s national carrier, has signed a five-year retailing deal with ATPCO to integrate Routehappy Rich Content on the airline’s website (gulfair.com) to further modernize and enhance its flight shopping display.

In addition to Gulf Air’s direct channel website, the deal will also see the airline’s targeted rich content integrated with key regional and global third-party sales channels.

ATPCO’s Routehappy Rich Content types that will be integrated by Gulf Air are:

Amenities: provide at-a-glance information about flight features

UTAs (Universal Ticket Attributes): provide easy-to-understand benefits and restrictions such as cancellation, refund policies and boarding priority by fare

UPAs (Universal Product Attributes): provide relevant media, captions, and descriptions to define the airline’s products and services by aircraft type, cabin, time of day, etc.

ATPCO will also support Gulf Air in creating and structuring its new branded fares, crafting its UPAs, and providing UX (User Experience) consulting and design.

Creation of UPAs and development work is currently underway.

Indirect channels will be live with Gulf Air’s UPA content in December 2019, with the airline expecting users to see the first integration on its direct channel in Q2 2020.