Could Delta's Routehappy Hub Deal Bring More Transparency for Fliers?

by Josh Lew
Last updated: 12:30 PM ET, Wed May 18, 2016

Photo courtesy of Delta Air Lines

In a move that could bring more options and more information to fliers as they shop for fares, Delta Air Lines has started a trial of Routehappy Hub. According to an announcement made this morning, the carrier will use Routehappy Hub "to manage and deliver targeted content to improve the flight shopping experience for customers in indirect channels."

Delta can use Routehappy's tools to distribute content that will provide more information to consumers about the products they are shopping for. With Hub, Delta will be able to control how this information - about types of airplanes, fares and amenities - is presented.

Chris Phillips, managing director - distribution strategy, said that the goal of this partnership is to give Delta fliers a better shopping experience by providing them with more information about what they are buying. "We're very proud of our best-in-class products, and Routehappy Hub will help us more effectively merchandise our unique product offerings at the point of sale, so customers can make a more informed purchase decision. We also support Routehappy's mission to help us de-commoditize the shopping experience and we look forward to partnering with distributors to reinforce the Delta difference."

It has become obvious recently that part of Delta's strategy going forward is to divide its cabins further (with the addition of premium economy and basic economy, for example), provide extra features that fliers can purchase if they choose and also offer some complimentary features that differentiate it from low cost carriers and ultra-budget airlines.

The use of Routehappy Hub will allow the airline to present these extra features up front, in a way that makes them more accessible to consumers.

Hub can not only help airlines add targeted content to their flight listings (such as photos, 360-degree tours, and icons), it can also help the carrier distribute its content to third parties like travel agents and booking engines. This means Delta and other airlines who use the tool can, at some level, control the kind of information fliers are getting on third-party sites.

Delta will encourage these sites to integrate the content into their flight listings. At least in part, the success of the Routehappy Hub trial will depend on whether or not these sites use the new content.

Even though Delta will be able to spin the content it creates for Routehappy Hub, the partnership is also good news for consumers because it will make the process of shopping for flights more transparent. Rather than being hit with unexpected extra charges and ending up disappointed because their flight lacks what they consider a necessary amenity, fliers will be aware of their options and will know exactly what they are getting when they purchase a ticket.

Hopefully, from a flier's perspective, this is part of a trend towards greater transparency in the airline industry. The more information fliers can get about what they are purchasing, the happier they will be about the process.

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