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Case study · Ancillary pricing

Selling more than a seat.

Leading ancillary pricing and merchandising at a global network airline: seats, bags, upgrades and bundles, using FareLogix and data science.

Employment · Etihad AirwaysGlobal network airlineGlobal

The challenge

Many products.
One booking path.

At a global network airline, seats, bags, upgrades and bundles make up a significant share of revenue per passenger. Selling them well depends on the right offer, at the right price, at the right point in the journey.

At Etihad Airways, Ross was Senior Manager, Digital Retail & Pricing. He led a team on ancillary pricing strategy, using data science and the FareLogix merchandising platform, within an ancillary revenue budget of more than $300M.

The approach

Price with data.
Merchandise with care.

Ancillaries sell best when the offer, the price and the moment in the journey are right.

  1. Bring offers together.

    Use FareLogix to merchandise seats, bags, upgrades and bundles consistently across digital channels.

  2. Price with data science.

    Work with data scientists to test and refine ancillary prices by route, market and customer.

  3. Improve the journey.

    Work with digital teams on where and how ancillaries were offered in booking and after it.

  4. Measure and repeat.

    Track take-up and revenue per passenger, then feed the results back into pricing.

What changed

Pricing initiatives at scale.

Ancillary pricing initiatives delivered within an ancillary revenue budget of more than $300M.

Ancillary revenue budget in scope
$300M+

Consistent merchandising

Ancillary offers managed and presented through one platform.

Data-led pricing

Prices set and tested with data science rather than fixed rules.

A better journey

Offers placed where customers were most likely to want them.

This was employment at Etihad Airways, not Alpha Digital Group client work.

Ross’s role

Employment · Etihad Airways

As Senior Manager, Digital Retail & Pricing (employment, 2018–2020), Ross led a team on ancillary pricing strategy and worked across commercial, digital and IT teams.

  • FareLogix
  • Ancillary pricing
  • Airline merchandising
  • Data science
  • Bundles

Published October 2026 · By

A potential collaboration

Grow ancillary revenue.

For airlines and travel retailers reviewing ancillary pricing, bundles or merchandising platforms.

  • An ancillary pricing and merchandising review.
  • A test-and-learn pricing plan.
  • Booking journey recommendations.
Discuss ancillaries Strategy & Digital CommerceTravel & Aviation

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