ATPCO, a provider of airline merchandising and pricing data, announced the acquisition of 3Victors, a travel data analytics company. The deal, according to the announcement, will enable ATPCO to utilize new datasets, machine learning and AI to enhance its ability to build and implement the framework and solutions the industry requires for the future of modern airline retailing.

According to the announcement, ATPCO is paving the way for the industry to move from traditional static fare filing toward dynamic offer creation. 3Victors’ data platform, said the announcement, will complement ATPCO’s offer content by providing a real-time response to industry travel demand, while supplementing fares not currently filed through ATPCO.

Alex Zoghlin, CEO of ATPCO, said that as airlines move toward 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, He said that if an airline is relying only on scraped data, it doesn’t have all the information available to make the best decisions. The data required to construct offers will change, said Zoghlin, “and ATPCO will be leading this change to support the industry in dynamic offer creation.” The acquisition of 3Victors, he said, “will help ATPCO and the industry get there quicker and with more depth and breadth of data and AI capabilities.”

This is the third acquisition for ATPCO, following its acquisition of Routehappy in 2018 and SITA’s Airfare Insight system in 2021. 3Victors will operate as a subsidiary of ATPCO, further advancing its platform’s machine learning and AI capabilities. The terms of the acquisition remain private. Image: Shutterstock