How Enriched Bundles are transforming airline merchandising for corporate travel. ATPCO's Enriched Bundles solution can finally be distributed and merchandised for the airline industry at scale. Learn how it works and how to get involved. Senior Manager, Product Management 25 July 2026 Key takeaways * Corporate travelers have diverse needs, making one-size-fits-all travel policies increasingly ineffective. * ATPCO's Enriched Bundles solution helps airlines personalize offers while supporting smarter, policy-compliant corporate bookings. * Standardized bundle content enables travel channels to compare offers consistently and scale modern airline retailing. Corporate travel has always been more complicated than it looks. From the outside, it seems simple: book the cheapest compliant fare, get the traveler there and back, repeat. But anyone who has spent time with a travel program, whether designing one, managing one, or living inside one as a "road warrior," knows the reality is far messier. The Monday-to-Thursday road warrior with a carry-on bag and a tight connection is not the same traveler as the conference attendee checking two bags and a product sample. The senior executive on a long-haul route is not the same as the field consultant making three short-haul hops a week. Yet, for years, corporate travel policy has treated them as if they were - routing every booking to the lowest logical fare and leaving individual needs to be sorted out at the gate, if they are at all. Airlines have known this is a problem for a long time. The challenge has been acting on it. More specifically, it's been getting the right offer to the right traveler through the right channel, in a format that travel managers can actually evaluate against policy. What one enriched bundle taught American Airlines about its own customers. Sometimes, the most revealing moments in modern airline retailing are the unintended ones. When American Airlines introduced Main Plus, a bundle combining a main cabin seat, extra legroom, and a checked bag, the product was designed with leisure travelers in mind. Longer flights, families, travelers who check bags: a clean, straightforward offer for a predictable set of needs. But what happened next surprised the team. Corporate customers started buying Main Plus, not because they were confused about the offer, but because it resonated with their needs. Conferences mean checked bags. Longer routes mean legroom matters. Economy Plus seating, bundled rather than sold as a standalone ancillary, provided a streamlined way to stay in policy even better than a line-item add-on. As Marcial Lapp, Vice President of Revenue Engineering at American Airlines, put it, "The lesson wasn't that the bundle failed. It was that it revealed micro-segments within the corporate base that American hadn't fully mapped. Road warriors are one type of corporate traveler. But there are plenty of others, with different trip purposes, different needs, and critically different willingness to pay for the right combination of services." Bundling is supposed to surface demand that was always there but couldn't be captured because the offer wasn't structured to find it. The challenge is doing it systematically, at scale, across the channels where corporate travelers actually book. The policy problem and why enriched bundles are the solution. For corporate travel managers, the standard toolkit has always been blunt. Book the lowest logical fare. Cap the spend. Approve or deny. It's a framework built for a world of undifferentiated fares, and it creates a predictable outcome: travelers who feel like the policy is working against them rather than for them. Enriched bundles change this, but only if channels can see the offers clearly enough to evaluate them. Judy Yu, Director of Global Travel Partnerships at SAP Concur, frames it like this: A well-constructed bundle removes the friction of comparison-shopping six add-ons the night before an early morning flight. Instead of a traveler piecing together flexibility, legroom, and Wi-Fi as separate line items (each requiring its own policy check), the bundle presents a coherent, pre-evaluated offer. The policy can evolve from "book the cheapest fare" to something more like "you're approved for the flexibility bundle on routes over four hours." Nuanced. Employee-friendly. And still cost-controlled. But this all only works if the channel - the online booking tool, travel management company, or global distribution system - can receive the bundle in a structured, comparable format. If every airline's bundle arrives differently, with inconsistent naming, missing attributes, and no visual context, the travel manager can't write a policy rule against it, and the traveler can't make an informed choice. This is an infrastructure problem, not a content problem. The infrastructure gap and how ATPCO's Enriched Bundles are closing it. Enriched Bundles have been so hard to scale because of three-part structural gaps: * No airline industry standard for how bundles are defined * Limited NDC schema support for distributing them consistently * No standardized merchandising layer for channels to present bundle content clearly to shoppers ATPCO's Enriched Bundles solution addresses all three gaps. Its Product Catalog solution provides a consistent structure for bundle data. Even if the bundle originates in an external offer order management system, ATPCO's Product Catalog solution ensures a common language so bundles are shared in a format the distribution chain can actually use at scale. Routehappy enrichment then adds the merchandising layer: clear bundle names, targeted images, icons, and structured attribute details delivered via API across all channels, NDC and indirect alike. The result is what Judy Yu described as genuinely transformative for the channel side. Instead of building custom logic for each airline's unique bundle structure, a channel can consume enriched bundle content through a single, consistent API (likely the same Routehappy integration many already have in place). Travel managers can write real policy rules. Travelers can compare bundles across airlines in a way that actually makes sense. This solution is currently being validated through an active proof of concept, which is a collaboration that spans the full airline industry ecosystem, from airline to booking system to corporate channel. Early results will inform how the solution scales across the industry. What scaling enriched bundles mean for airlines, channels, and corporate travel programs. For airlines, the opportunity is clearer micro segmentation. There are many corporate segments, each with distinct trip purposes, preferences, and willingness to pay. Enriched bundles are the mechanism to act on that knowledge at scale, not just on the direct channel, but across every indirect touchpoint where corporate travelers book. For channels and travel managers, the opportunity is smarter policy design. They can move from blunt spend caps to nuanced, employee-friendly frameworks that reflect what travelers actually need. This gives travelers the transparency to make confident decisions quickly. For corporate travelers, the opportunity is simpler but just as significant because there is no more piecing together six add-ons the night before an early morning flight. A bundle that already accounts for your trip purpose, preferences, and company's policy can be presented clearly, comparably, and in the tool you're already using to book. For all three, the infrastructure is now in place. The question is how quickly the airline industry wants to move forward together. See ATPCO's Enriched Bundles solution in action. On 28 July, ATPCO is hosting a live webinar, Bringing Enriched Bundles to life, where ATPCO'll help you understand exactly how the solution works, show real-world examples, and share what ATPCO has learned from the active POC. If your airline or channel is interested in being part of the next proof of concept, start here.

myRiva, an AI-driven travel marketplace, has partnered with ATPCO's Routehappy to offer virtual flight tours before booking. The integration, powered by Renacen's 3D SeatMapVR technology, allows travellers to explore cabin layouts, seating configurations and onboard amenities through immersive virtual tours. The feature enables customers to differentiate between ticket options, compare aircraft experiences and view details such as lie-flat seats and personal space. myRiva CEO Vajid Jafri said the innovation gives travellers "confidence and control over their experience in a way that's new to the industry". Founded in 2021 by leaders from eBay, American Express, Expedia, Microsoft and BCD, myRiva is a patented travel platform that streamlines planning, booking and trip management through automation and intelligent content delivery.