In a strategic move to bolster its dynamic pricing capabilities, ATPCO, a leading provider of merchandising and pricing data for the airline industry, has announced the acquisition of travel data analytics startup, 3Victors. While the financial terms of the deal remain undisclosed, ATPCO’s President and CEO, Alex Zoghlin, expressed that the acquisition aligns seamlessly with the industry’s evolving need for diverse data and enhanced capabilities to drive dynamic offers.
Zoghlin emphasized the growing imperative for airlines to adopt dynamic bundling and pricing, stating, “The need for airlines to be able to dynamically bundle and price is crystal clear. Still, as airlines move towards dynamic offers, the industry will need more types of data and capabilities to drive their internal processes, and there will be a gap in the current data to maintain accurate pricing.”
ATPCO is actively facilitating the travel industry’s transition from static fare filing to dynamic offer creation. With its goal of achieving 80% dynamic pricing in the industry by 2026, the acquisition of 3Victors is seen as a critical step to address the evolving data requirements in this journey.
3Victors, founded in 2017, specializes in travel data analytics and will play a pivotal role in enhancing ATPCO’s ability to provide real-time responses aligned with industry demand. The startup’s expertise in data and AI strategies positions it as a valuable addition to ATPCO’s capabilities, especially in a landscape where existing large travel companies are increasingly acquiring smaller startups with established AI technologies.
Zoghlin highlighted that the acquisition of 3Victors will expedite ATPCO’s marketplace plans by at least 18 to 24 months. By combining ATPCO’s scale and global footprint with 3Victors’ agility and advanced AI capabilities, the companies aim to create a synergy that accelerates innovation in the dynamic pricing landscape.
Rick Seaney, Co-founder and Chief Innovation Officer of 3Victors, expressed enthusiasm about the acquisition, emphasizing the strategic fit between the two entities. “Having the backing and support of a respected industry organization will further our growth exponentially and provide our customers greater access to data and content,” said Seaney.
This marks ATPCO’s third acquisition, following the successful integration of Routehappy in 2018 and the acquisition of SITA’s Airfare Insight system in 2021. The move underscores ATPCO’s commitment to staying at the forefront of industry advancements, leveraging the strengths of innovative startups to shape the future of airline pricing through data-driven solutions.