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Airline retailing with ATPCO CEO Alex Zoghlin, IATA’s New Distribution Capability, Offers & Orders, and the Elevate industry conference. In the news, AI transformation of the airline industry, cyber criminals stealing United FA login credentials, shark skin riblets on Delta 767s, first flight of a prototype hydrogen-powered helicopter, China’s tailless 6th generation fighter jet, and a fatal helicopter crash in the Hudson River.
Alex Zoghlin is the CEO of ATPCO, a neutral industry partner that provides airline management tools, pricing data, and solutions that support airline retailing. Owned by the airlines, ATPCO blends data and systems with technology to create value for hundreds of commercial airlines around the world. The company turned 60 this year.
IATA describes Airline retailing as a customer-centric approach in the airline industry that focuses on enhancing the shopping experience across various channels. It is enabled by the New Distribution Capability (NDC), which allows airlines to offer more personalized services and products directly to consumers. This modern retailing model emphasizes frictionless, intuitive, and personalized shopping experiences for travelers. The transition to this model provides airlines with opportunities to innovate their distribution strategies and create additional value.
Alex explains how ATPCO provides value to airlines. We talk about continuous pricing and dynamically generated fares as well as some of the factors airlines use in their pricing strategies. He describes how airlines can have fixed price points for different offerings, then turn specific offerings on or off depending on the circumstances. We look at curated ticket pricing that can create the specific travel experience the customer wants – extra baggage, type of seat, lounge access, etc. With this capability, airlines could potentially compete for the flyer’s travel business.
ATPCO’s Elevate 2025 airline industry conference was held April 7-10, 2025, in Chicago. Alex says the conference theme this year was data and AI: How airlines can use the wealth of available data and some AI tools to make win-win offerings for both the airlines and the consumers.
In our conversation with Alex, we consider several other airline industry topics such as the 2050 industry carbon reduction goals and the current tariff situation in the United States.
Alex is a long-time airline/travel industry veteran. He co-founded Orbitz, sold a distribution startup to Travelport, and worked as a VP at Hyatt for 6 years. Alex has several aviation-related pursuits: He’s a pilot and a flight simmer, he has a Part 107 drone license, and he participates in launching large amateur rockets, specifically the LDRS (Large, Dangerous Rocket Ships), an annual gathering of rocket enthusiasts organized by the Tripoli Rocketry Association.