United Begins Using Direct Connection to Priceline

United Airlines is using a direct-connect XML link developed by Farelogix to connect with Priceline.com.

Priceline said it began using the link for air bookings earlier this year and will eventually use it for the sale of United’s ancillary products.

‘Primary connectivity’
Priceline views the API, branded as United Technology Application, as “the primary connectivity between the two parties.”

Priceline also was among the first companies to link with American Airlines via an XML link.

Farelogix chief executive Jim Davidson said the United Tech Application “works pretty much the same as AADC and AC2U,” American’s and Air Canada’s direct connections.

All three use the Open AXIS schema, which was donated to the group by Farelogix. Davidson noted that the schema also has been adopted by IATA for its New Distribution Capability project.

Marketing to TMCs
What remains to be seen is how United will market its direct connect product to travel management companies.

American Airlines initially took an aggressive approach in trying to persuade TMCs to use AADC, its direct connect product. It said only those entities that used AADC would have access to its merchandising efforts, and it yanked Orbitz.com’s ticketing authority when it refused to adopt the technology.

But other airlines, such as US Airways and Delta – both Farelogix customers – have indicated that they will not try to force the issue.

Asked whether United would be in that camp or if it planned to adopt American’s more aggressive approach, the carrier said that “technological change is never an easy process, but innovation that benefits consumers will be valued by the corporate community.”

United also said it supports NDC “as a way of getting enhanced content out to third parties. Having a consistent process and set of technical specifications makes it easier to support new features.”