Brochure ITA Airline Passenger Service and Reservations Platform

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Airline Passenger Service & Reservations Platform

ITA Software by Google™

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Airline Platform

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Value

Platform Overview

Reservations

Inventory Control

Departure Control System

Schedule Manager

Reaccommodation

First Customer Deployment

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employees so they’re always productive, well-informed and

able to focus on servicing your customers.

Empower your customers Self-service features, intuitive graphics and flexible filters

help customers effortlessly find what they need and

independently complete the transaction — for all itinerary

changes. Automating the process and directing them

toward value-added initiatives distinguishes your airline and

service offering.

Build Loyalty Through InnovationMake it personal The extensible profile system contains passenger histories

and customer value metrics. Deliver a reliable and superior

end-to-end travel experience, complete with timely and

personalized messages and customized services that keep

customers informed, reduce the anxiety of travel, and show

them how much they’re valued.

Know your customers wellReal-time information is accessible across all components

and at every touch point via a unique central repository. It’s

a single, unified, consistent view of your customers through

all available channels, including self-service, mobile and

social media.

Merchandise and distribute your productsThe integrated, extensible profile system and advanced

merchandising system are easily configurable to your

business needs. Offer the right products and services to the

right passenger at the right time, every time. ITA’s airline

platform uses robust APIs and third-party connectivity for

merchandising across both traditional and nontraditional

channels.

Grow & Transform with EaseAdapt with modular, modern, open technologiesWith its highly configurable components, ITA’s airline

platform readily and cost-effectively adapts to the changing

needs of your business. Its service-oriented architecture

and configurable front ends make it easy to configure and

execute airline-specific business logic. All components

adapt smoothly to changes in your requirements.

Scale to support your successITA’s airline platform can scale easily and cost-effectively to

suit the needs of airlines of all sizes, providing increased

capacity and improved performance as your business

grows. The extensibility makes it easy to add new

functionality quickly, as your needs change. High levels of

automation for exchanges, irregular operations and

reaccommodation further reduce costs of operation.

Engage in strategic partnerships ITA’s airline platform provides robust interline and

codeshare messaging capabilities that will enable you to

grow your business with all of your airline partners.

Interchange messages are supported for reservations,

ticketing, checkin and all mandated government agency

interactions for international travel.

Easy to Learn & Use Train employees in two daysFamiliar browser-based interfaces make it quick and easy

for experienced or new employees to migrate from the

legacy system to the new platform. Employees can

complete training in only two days — and begin delivering

value to your customers immediately.

Empower your employees ITA’s airline platform puts efficient tools and real-time

customer data at the immediate disposal of your

Enabling the Innovative Airline ITA Software’s new airline platform makes possible the latest innovations in merchandising, self-service and partnerships. It is easy to learn, use and manage — and fully supports all network and alliance strategies. It also provides a 360º view of your customers at every touch point — letting you interact with customers at the right time, with the right offer.

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True Business OptimizationITA’s Airline Platform Value to AirlinesRESERVATIONS

• Centralizeddatarepository

• Centralized,configurablebusinesslogic

• Workflow-optimizedfrontends

• Integratedtravelcreditrepository(EBank)

INVENTORYCONTROL

• Advanced,configurableandflexibleinventorycontrol

• Integratedandcapacity-controlledoptionalservicedata

AVAILABILITY

• Advancedsetofavailabilitysolutionstostore,calculateanddistributeseatavailability

PRICING&SHOPPING

• Comprehensiveairfarepricingandshoppingcapabilitiesforrevenueandawardfares

• HighlyconfigurableXMLinterface

• ReShop™,thefirstproducttointegratesophisticatedshoppingintorepriceandreissuetransactions

REACCOMMODATION

• Flexiblereaccommodationapplicationthatoffersmultiplereprotectionoptionsbasedonconfigurableairlinebusinesslogic

• Moredetailedinformationregardingprioritystatusofimpacteditinerariesanditinerarygroups

SCHEDULEMANAGER

• Flexibleandintuitiveuserinterface

• FullyautomatedacrossallITAcomponents

DEPARTURECONTROL

• SharedinformationbetweenITADepartureControlandReservations,inrealtime

• Efficient,quickaccesskeysandone-keyoptions

WEBTECHNOLOGY

• Superiorfrontendsforallchannels,includingairlinewebsites,travelagencydistributionandcallcenteragents

• Highlyconfigurablewebplatform

• Tailoroffersbycustomerpreferenceandvalue,personalizingtheexperience,andprovideuniformityacrossallcustomertouchpoints

• Rapidlyandcost-effectivelymodifythesystemasyourbusinessevolves

• Improveproductivityandturnserviceagentsintosalesagents

• Provideflexible,alternativepaymentoptions

• Inventoryandsellanycombinationofproductsandservices

• Merchandisemoreeffectivelyandincreaseancillaryrevenues

• Handleallofyouravailabilityneeds,regardlessofvolume,whilesignificantlyloweringcostperquery

• Providethemostcompetitiveandcomprehensiveshoppingandsearchcapabilitiesavailable

• Efficientlymakechangesandrapidlyrespondtoshiftingmarketconditions

• Automatetherecalculationofunder-orover-paymentsandtheapplicationofwaiverrulesandpenalties

• Rapidlyreprotectpassengersandstreamlineairportoperationsduringunplannedevents

• Prioritizeaffectedpassengersbycustomervalue

• Easilymodify,addordeleteflightsforplannedchangestothescheduleorreactivechangescausedbyirregularoperations

• Enablereal-timeupdatesandnotificationsofchanges

• Deliveramorepersonalizedandsuperiorairportexperiencewhethercustomersinteractdirectlywithyouragentsoruseself-servicetoolslikekiosks,mobileapplicationsoronlinesites

• Significantlyreduceagenttransactiontimes

• Provideconsistencyacrossallchannels

• Createsignificantefficiencythroughintuitiveuserinterfacesandfilters

• Rapidlyimplementnewecommerceprograms

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GUIsInventory ControlSchedule Manager Reaccommodation

Call CenterAirport Clients

WebsitesMobile

Agent Portal

XML APIPublic standards-based service bus

Reservations Reaccommodation

InventoryControl

ScheduleManager

DepartureControl

QPX™Pricing,

Shopping, & Availability

Solution

Central Data RepositoryShared information across all ITA airline platform components, in real time

Airline Platform OverviewITA Software’s airline platform uses modular technology that makes it easier to change the system as your airline’s needs change. It is comprised of highly configurable components that include: Reservations, Departure Control, Inventory Control, Schedule Manager, and Reaccommodation. All components have a modern user interface that make them easy to learn and use. And the platform is built to scale, so it can support airlines of all sizes — from small regional airlines to global network carriers with complex alliance membership needs.

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Reservations delivers a flexible set of

reservation features for all of your distribution channels.

It also provides booking agents with relevant and more

detailed information about their customers in real time.

It significantly reduces the time it takes for customer

service agents and customers to shop, book and ticket

reservations, and offers many industry-leading shopping

components and features to make them more efficient.

Inventory Control allows you to inventory

and sell any combination of products and services you

can envision. And because it is so simple to define and

combine inventoried attributes, you can respond to

changing market conditions on demand.

Departure Control allows you to efficiently

guide customers through all airport passenger flows –

whether the customer chooses to interact directly with

an airline employee or utilize a self-service kiosk. Agents

are able to provide a more personalized, superior airport

experience for each customer using intuitive interfaces,

efficiency-creating tools, rich customer insights stored in

the Reservations component and advanced automation

support for operations such as refund/reissue or IROP

exchanges.

Schedule Manager allows your employees

to easily modify, add or delete flights – whether it be a

planned change to the schedule or a reactionary change

caused by irregular operations. Change notifications are

automatically messaged to all appropriate internal and

external systems, and other ITA airline platform

components.

Reaccommodation empowers customer

service agents and support operation employees to

determine the best way to manage the reprotection

process. It offers an automated option based on

configurable airline business logic that rebooks affected

passengers onto alternate itineraries, a manual

reprotection option or a hybrid of the two – combining

airline-defined logic with ITA’s premier airfare pricing and

shopping system, QPX™.

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Reservations Innovation & Efficiency at Every Customer Touch Point

ITA Reservations provides a flexible set of reservation

features that let you deliver superior service and an

improved customer experience – regardless of the

distribution channel. Easy to learn and use interfaces

create efficiencies for your agents and keep the focus on

the needs of the traveler.

For a comprehensive customer-centered approach, ITA

created a uniquely integrated customer profile database

that lets you tailor promotions, services and offers for

individual travelers and their companions. With ITA

Reservations, you can provide better service while greatly

increasing ancillary revenues – and ultimately create

more satisfied travelers.

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Reservations Component Highlights

AdvancedProfile

& TravelCredit

• Intuitive, easy-to-learn interfaces drastically reduce training time, improve efficiency and allow customer service agents to focus on the passenger instead of the transaction

• Advanced customer profile information and airline configurable customer value calculations enable improved customer service and targeted promotions to increase revenue

Intelligent and flexible customer value metrics (used in seating, reaccommodation, upgrade requests and others)

Future and past booking details

Preferences of the passenger and their companions

Built-in, integrated travel credit repository (EBank) stores credit for future purchases

Agent remarks and customer history

• Stores customer data in a central repository, making it easy to integrate and access information about the customer

• Supports all merchandising models, including integrated and capacity-controlled optional services and branded fares

• Leverages ITA’s comprehensive airfare pricing and shopping system, QPX™

Supports single or multiple airline searches, including shopping-led, availability-led, groups and employee travel

Includes QPX ReShop™, automating and simplifying refunds and exchanges

Includes ITA Reward Shopping, replacing time-consuming redemption processes with a superb award shopping experience

Supports all traditional requirements for PNR management such as names and contact information, passenger and segment data types, SSR and OSI information, large party bookings, remarks and history, and more

• Supports all advanced payment options, including multiple forms of payment per passenger or for an entire group, and a complete electronic ticketing module

• Includes sophisticated role-based controls and configurable business logic based on airline rules and processes

• Fully supports codeshare partners, airline alliances and distribution partners

• Interfaces to credit card authorization and settlement providers, revenue accounting systems and other airline internal systems that interoperate with the reservations component

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[email protected]

CallCenterInterlineShopping

AdvancedProfile

& TravelCredit

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Inventory Control Tomorrow’s Sales Strategies – Today

ITA Inventory Control acts as a single authoritative source

of seat availability that works hand in hand with your

revenue management department. It is composed of two

fully integrated, high-speed, scalable systems known as

DACS® (Dynamic Availability Calculating System) and ICS

(Inventory Control Server).

ITA’s unique approach gives you the freedom to inventory

control anything you want while achieving significant cost

savings from reduced query volumes on your legacy host

systems.

Because it is highly adaptable and fully supports

advanced revenue management methods, you can

easily modify your merchandising models to meet

changing business needs and customer demands.

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• Lets airlines inventory and sell any combination of products or services (seat selection, meals, pillows, overhead bins, pets on board and more)

• Supports advanced revenue management and O&D strategies (bid price/gradient model and bid price curve/bid price vector models)

• Includes two high-speed, scalable systems

DACS, ITA’s Dynamic Availability Calculating System, handles seamless availability queries, manages availability and sales business logic, and is capable of supporting billions of queries per second

ICS, ITA’s inventory Control Server, manages flight records and booking count for all inventoried items, easily integrating with revenue management

• Fully supports all IATA recommended practices, including AVS, NAVS, seamless polling, married segments and journey control logic, and POS controls

• Accommodates mappings of booking codes by leg, segment, O&D controls, JCL, POS/channel, flight range, date, operating and marketing carrier, and more

• Offers configurable nesting structures, variable by market, geographic region, flight number, flight range, date and more

• Enables flexible aircraft and seat configurations

All aircraft types supported (mainline, codeshare and more)

Seat configurations and AU for more than 100,000 seats

Multi-cabins support (i.e. cabins within cabins, moveable curtains, cross-cabin inventory)

Multiple inventory configurations per aircraft type

• Integrates seamlessly with revenue management systems and varying revenue management data such as:

Leg-level parameters (i.e. bid prices or bucket levels)

Market values from tables or from live fare selection with market value adjustments

Point of Sale (POS) business logic

Proration information

Trip logic

Codeshare availability

Other custom data, as needed

• Includes user-friendly, intuitive graphical user interface for route controllers to easily modify inventory manually and adjust selling levels to promote/restrict sales


Inventory Control Component Highlights

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ITAInventoryControlServer

ITADynamic

AvailabilityCalculating

System

ITAAirline

Platform

CarrierRevenue

ManagementSystem

GDS

ITA QPX™

OA

OTA&

Metasearch

ITA DACS™Dynamic

AvailabilityCalculating

System

ITA InventoryControl Server

AVS/NAVS/MASand/or Seamless

RM Loop

Waitlist ClearanceTriggering

Booking

Inventory Control System ArchitectureThe ITA Inventory Control Server (ICS) works in harmony with your existing revenue management system to ensure inventory changes are up-to-date and airline policies are enforced. ITA DACS distributes availability at high speed to all your channels with sophisticated point of sale controls, ensuring search result accuracy. As an integrated system, ITA’s Inventory Control makes certain that what you intend to sell is what is offered and sold.

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Departure ControlA More Personalized, Superior Customer Experience

ITA Departure Control lets you efficiently guide

customers through airport checkin and boarding flows,

without ever losing focus on what’s most important: the

satisfaction of your passengers.

Full, real-time access to passenger information and

histories is always available at all touch points, and

intelligent and flexible customer value metrics assist you

in identifying and servicing your most valuable

customers.

With ITA Departure Control, you can deliver a

personalized and superior airport experience whether

your customer interacts directly with an agent or uses

self-service tools like kiosks, mobile applications and

online sites.

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Departure Control Component Highlights

• Modern, intuitive interfaces reduce training time and let agents focus on the passenger, while quickly guiding them through the airport

• Unique, shared database for reservations and departure control

Eliminates data transfer or duplication between systems by using a single database for all travel-related information

Provides agents with full passenger and reservation system information

Integrates customer profile information such as individual and companion preferences and configurable customer value metrics

• Enables automated or agent-driven management of seating, upgrades, standbys, denied boarding, disruption and passenger reaccommodation based on customer priority and preference information

• Integrates seamlessly with ITA’s Reaccommodation component to automatically or manually reprotect passengers

• Interoperates with third-party systems such as IATCI thru checkin, Electronic Ticketing (ETK), Baggage systems (BSM, BRS, BTM) and more

• Supports domestic and international government document checks and enforcement

• Supports common use certified clients: ARINC, SITA, Ultra, AirIT, RESA and more

• Supports commonly used boarding pass and bag tag printers and scanners, for efficient checkin and boarding operation

• Enables 100% self-service via kiosks, including disruption management


FlexibleSeat

Assignment

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FlexibleSeat

Assignment

EfficientDepartureControlManagement

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Schedule ManagerAutomated & Integrated Flight Schedule Management

The user-friendly ITA Schedule Manager makes it easy

to modify, add and delete flights for planned schedule

changes or irregular operations changes.

Fully automated and integrated with all components, ITA

Schedule Manager can proactively designate, store and

process protection preferences for passengers affected

by flight cancellations.

ITA Schedule Manager significantly increases efficiencies,

reducing costs associated with both planned and

unforeseen schedule changes while improving passenger

satisfaction.

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Fast &Easy Leg

Additions

• Stores, maintains and processes schedule data and schedule change requests, including SSIM, ASM and manual updates

• Provides automatic, real-time updates such as schedule change messages, seat map updates, passenger reaccommodation, seat assignments and SSRs to all ITA airline platform components, airline internal systems and specified external systems

Includes automatic attachment of appropriate seat map

Initializes the inventory record for newly created flights

Transmits airline SSMs to GDSs and OALs

• User-friendly interfaces make it easy to modify, add or delete flights

• Supports all industry-standard messaging, including communication with GDSs and OALs

• Allows the input of preferred flights and designation of preferred protection for cancelled flights

• Includes configurable business logic based on airline rules and processes

Schedule Manager Component Highlights

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Fast &Easy Leg

Additions

EfficientScheduleEdits

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ReaccommodationEmpowered Employees & Simplified Reaccommodation Management

ITA Reaccommodation efficiently automates

reaccommodation for your schedule changes and day-of

operation flight changes, based on airline-defined

business logic and customer value metrics.

Configurable, intuitive interfaces enable quick

determination of the priority and status for impacted

itineraries and itinerary groups. This allows support

operation employees and airport agents to quickly and

easily determine the best way to manage the

reaccommodation process.

With ITA Reaccommodation, you will benefit from more

informed and empowered employees, faster and better

resolutions and happier passengers.

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Reaccommodation Component Highlights

• Automates reaccommodation for schedule changes and day-of-operation flight changes

• Provides three options for reprotecting passengers

Automatic reaccommodation and repair of itineraries

Manual, using prespecified protection flights

Allow agents to search for and select new flights and itineraries with a comprehensive airfare pricing and shopping system, QPX™

• Prioritizes need to reaccommodate individual customers and customer groups using intelligent, configurable customer value metrics

• Intuitive graphical interfaces simplify the reprotection process for departure control and support opera-tion employees

• Dynamic dashboard displays information and lets agents work reprotection process by:

Affected flight

Time to journey departure

Type of schedule change

Customer values

Market

• Gives airlines flexibility to configure business logic for:

Reaccommodation triggers, including updates from SSIM, ASM, FLIFO and custom triggers

Replacement or protection flight search parameters

Customer value based on factors such as: frequent flyer status, SSRs, booking codes, destinations and others

• Follows IATA standards when reissuing tickets for reaccommodated itineraries

• Once new itinerary is selected, system automatically:

Rebooks itinerary and special services (SSRs)

Retickets and reassigns seats

Refunds unavailable optional services for new itineraries

Notifies customer for airline-owned bookings

Sends ASC messages for GDS/OAL-owned bookings

• Offers uniquely integrated ITA Reservations, Departure Control, Inventory Control and Schedule Manager components

Provides real-time notice of changes to agents in the call center via ITA’s Reservations component and takes care of customer notifications

Lets agents quickly filter and review detailed information about changes and history of the PNR

• Quickly and accurately calculates compensation in the form of payment designated by the airline business rules, including monetary, credit, customer care vouchers and ITA’s integrated travel credit repository (EBank)

IntegratedCustomer

ValueMetrics

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IntegratedCustomer

ValueMetrics

ComprehensiveReaccommodationDashboard

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Cape Air & ITA by GoogleMaking History & Delighting Travelers

On Friday evening, February 24, 2012, Cape Air

employees took a leap into the future — launching a

brand new airline passenger service and reservations

platform — and taking their place on the pages of history.

Cape Air is one of the largest independent regional

airlines in the United States, carrying 650,000

passengers annually to more than 40 destinations.

They make 850 non-stop daily flights and 130,000

flights each year. They’re entrepreneurial, agile, and

have all the sophisticated needs of large network

carriers — codeshares, interline agreements, domestic

and international markets, and distribution through

multiple channels — making them the ideal launch

partner.

In a matter of hours the Cape Air and ITA by Google

teams switched from the old reservations system to

ITA’s new airline platform. They turned off Cape’s old

system, put a closed notice on the passenger website,

halted all communications with Cape partners and

brought up ITA’s new platform. With the flip of a switch

they reestablished all links with Cape Air partners,

migrated the last bits of customer data and made sure

the Cape Air websites and airport stations were open

for business. Cape’s first flights departed on time

Saturday morning.

The new airline platform was built entirely from scratch

using modern, modular, scalable technologies. It

contains all the components a passenger airline needs

to run their business: reservations, ticketing, inventory

control, schedules, reaccommodation, departure con-

trol, payment processing, customer communications,

messaging to partner airlines and distribution partners,

airport checkin and boarding, and more.

Immediately, the new platform allowed Cape Air

customers to effortlessly shop for one-way, round-trip

and multi-city flights and fares — online and anywhere

in the Cape Air network. Self-service tools made it fast

and easy for customers to change their itineraries

online. And, a suite of flexible reservation and

departure control features ensured the booking flow

and passenger boarding process ran smoothly — for

both customers and Cape Air agents.

We look forward to the next big wave of success that

the Cape Air and ITA by Google teams will achieve.

“It was about the smoothest technology rollout I’ve ever seen. It went so smoothly that customers probably didn’t even notice.”

DANWOLF,Founder&CEOofCapeAir

“The platform from ITA Software by Google allowed our workers to be easily trained within days, not weeks. Its design allowed us to tailor the setup to our needs.”

LISAKIELE,VicePresidentofCapeAir

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Notes

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www.itasoftware.com©2012 ITA Software by Google™

ITA Software (www.itasoftware.com) is a provider of leading-edge solutions for the travel

industry. ITA’s QPX™, a comprehensive airfare shopping system, powers leading airlines

and travel distributors worldwide including Alaska Airlines, Alitalia, American Airlines,

Bing, Hotwire, Kayak, Orbitz, Southwest Airlines, TripAdvisor, United Airlines, US Airways,

Virgin Atlantic Airways, and others. ITA offers a modern airline passenger reservation

system to improve the end-to-end customer experience and to revolutionize the airline

industry. In April 2011, ITA finalized its acquisition and is now a wholly-owned subsidiary

of Google. ITA was founded by computer scientists from MIT and is headquartered in

Cambridge, Mass., USA.

Corporate Headquarters

141 Portland Street

Cambridge, MA 02139

USA

Phone: +1.617.714.2100

Americas Regional Office

20 W. Kinzie Street

7th, 8th, & 9th Floors

Chicago, IL 60654

USA

[email protected]

EMEA & Asia/Pacific Office

Claude Debussylaan 34

Vinoly Mahler 4

Toren B

15th & 16th Floor

1082 MD Amsterdam

The Netherlands

[email protected]

Brochure ITA Airline Passenger Service and Reservations Platform

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