KEY TAKEAWAYS
- 3Victors gives airlines factual market data built from flight shopping data so their teams can make informed pricing decisions of their own.
- PriceEye shows how an airline's offers compare in the market. DemandView shows where traveler interest is growing before it appears in bookings.
- 3Victors doesn’t set or recommend prices. Each airline makes its own pricing, capacity, and inventory decisions.
Every business keeps an eye on its market. Retailers compare prices on store shelves and shopping sites. Hotels check what nearby properties charge for the same night. Airlines are no different. They check online travel agencies (OTAs) and metasearch sites to see what competitors charge and how their own offers appear to travelers.
3Victors does this kind of market monitoring at a much larger scale, with far less manual work. In this article, we explain what 3Victors does, how airlines use our data, and where it fits alongside the tools airlines already have.
What is 3Victors and what does it do?
3Victors, an ATPCO company, turns flight shopping data into factual market data for airlines. Flight shopping data is the search request, and the offers returned in response, every time a traveler searches for a flight.
Our products show what is happening in the market, but they do not tell an airline what to do about it.
We offer two solutions:
- PriceEye, which gives airlines competitive intelligence by showing how an airline's offers compare with offers across markets and distribution channels. PriceEye enriches the data with fare basis codes, branded fares, taxes, and surcharges so analysts can compare offers on equal terms.
- DemandView, which gives airlines, airport authorities, and travel partners aggregated, market-wide flight search data. It filters out non-human search activity to show where real traveler interest is growing, often before that interest appears in bookings.
Without 3Victors, an analyst could gather much of this information by checking prices on OTA and metasearch sites by hand, one market and date at a time. 3Victors makes that work more efficient by capturing and delivering those prices across many markets, channels, and travel dates at once, so analysts don’t have to search for them one by one. It also delivers more complete data, because enrichment shows analysts what each offer actually includes, not just its price.
What is enrichment? It’s the process of enhancing collected flight shopping data by identifying and filling in offer details that were presented to the shopper but may not be visible or available in analytics data or data feeds. 3Victors does this by adding details such as fare basis codes, branded fares, taxes, and surcharges to offers, so analysts have a more complete picture of what the traveler saw.
How can an airline use 3Victors’ competitive intelligence and demand data?
An airline can use our data in two main ways: To understand where their offers stand in the market and to see where traveler demand is changing. In both cases, the airline decides what to do next.
How does PriceEye identify where offers aren’t competitive?
PriceEye helps an airline find the markets and distribution channels where its offers differ from the rest of the market. We call these situations "anomalies." For example, if a competitor's offer on a route is USD 100 lower, PriceEye brings that to the airline's attention.
What happens next is the airline's independent decision. What happens next is up to the airline. It may change its offer, keep it as is, or take another approach based on its own goals, capacity, and market position.
To help analysts focus, PriceEye gives each anomaly an impact score. The score considers factors such as the size of the price difference and how often the airline operates in that market. It helps teams decide which anomalies to review first, and they take it from there.
How does DemandView help an airline see demand?
DemandView shows where consumer interest is building before it turns into bookings. An airline can use it in network planning as well as revenue management.
When an airline sees demand signals changing on a route, it has many options. It might adjust prices to capture new demand, move to a larger aircraft, add a flight, manage inventory differently, or make no change at all. Each airline chooses based on its own strategy.
How better airline market data benefits travelers
Better market data helps airlines respond to what travelers actually want.
- Providing more flights where demand grows. If DemandView were to show a jump in searches for flights from Chicago to Lisbon next summer, one airline might add a second daily flight while another might use a larger aircraft. These changes would give travelers more seats and more choices.
- Lowering offers where price differences are flagged. If PriceEye were to show an airline that its offer on a route is USD 100 higher than competing offers on major travel sites, the airline may decide to lower its offer to compete. This decision would give travelers searching that route a better price.
Offers can also rise when demand is strong and seats are limited, as they always have. But the same information that shows an airline where demand is high also shows where its offers are higher than the market and where there is room to add capacity. Each airline acts on its own, and that independence is what keeps offers competitive and seats available for travelers.
Where does 3Victors fit in an airline's toolkit?
The airline industry already has well-established competitive intelligence providers. PriceEye and DemandView add to the information airlines already use to understand market conditions and stay competitive.
Our data is one input among many. It works alongside whichever revenue management system an airline chooses. Analysts can view it in the PriceEye dashboard or receive it as a data feed into the systems and analytics tools they already have.
The decisions, and the systems that support them, belong to the airline. Our job is to make sure they're working from a clear view of the market.
What decisions does 3Victors leave to airlines?
Our role is to give airlines a clear, accurate view of the market. A few things sit outside that role by design, and always will:
- Pricing decisions. Airlines set and adjust their own offers. Our data is one of many inputs they weigh, and the decisions remain theirs.
- Revenue management. Airlines already have strong revenue management and pricing tools. Our data is designed to support them, not replace them.
- Offer and order management. Airlines and their technology partners are building those systems. Our market data helps an airline put their own retailing strategies into action.
Those choices belong with each airline, which brings its own goals, network, and strategy to what it sees in the market.
That independence is good for the industry. It keeps competition healthy and benefits travelers through competitive offers and more options.
Better information, independent decisions
3Victors provides airlines with a clearer view of the market. PriceEye shows how offers compare across competitors and channels. DemandView shows where traveler interest is heading. What an airline does with that information is always its own decision.
Want to see how 3Victors market data could support your team? Contact us.
