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ATPCO Unveils Architect, a Powerful New Pricing Tool, with Icelandair and LATAM Airlines as Launch Customers

November 25, 2020 Tech No Comments Email Email

With airline teams around the world working with fewer resources and dynamic market conditions, airlines need tools that drive value and efficiency. ATPCO today launched Architect after broad consultation with its airline owners and the larger industry community. The new pricing tool completely re-imagines traditional fare filing. Architect is able to normalize and standardize content from multiple sources to then implement strategies with a new, streamlined workflow and user interface.

The launch of Architect, which is already under contract with Icelandair and LATAM Airlines and undergoing active testing by many other airlines, ushers in a new era of airline pricing. Architect resolves several challenges airlines face with pricing, including making it easier to onboard staff thanks to a modern user experience, enabling first-mover advantage with automated workflows, removing complexity of integrating multiple systems, and providing normalized displays of web fares.

“The automation provided by Architect allows our pricing team to focus on the strategy of pricing,” said Birna Osk Einarsdóttir, Chief Commercial Officer at Icelandair. “We have been on a transformation journey at Icelandair to support further revenue generation in the years to come. ATPCO’s Architect enables us to see the bigger picture, so we have faster insights into the market, better workflows, and improved decision making. We are unlocking new revenue opportunities we were unable to realize in our legacy processes.”

Rosario Phillips Mardones, Vice President, Commercial Solutions at LATAM Airlines added, “We needed functionality that combined several different processes to show a complete view in executing our strategies. ATPCO consulted us directly and listened to our feedback to build a tool with all those needs in mind. We’re excited to be one of the first airlines to benefit from it and look forward to its evolution.”

“As the industry resource, we have the most timely and comprehensive data. With Architect, we now also provide a modern tool to help airlines automate the minutiae and focus on their pricing strategies,” said Jonathan Savitch, Chief Commercial Officer at ATPCO. “We’re committed to the future of Architect with new capabilities like dynamic pricing and retailing. Crisis creates opportunity and we’re moving quickly beyond traditional fare filing.”

Architect is now available to airlines worldwide, to find out more information, visit

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