Strategic Issue: Along with the SEO initiative, there was a need to increase the amount of product specific pages that can generate revenue, similar to those of Expedia. United.com was working off legacy systems with plans for an overhaul but that takes a long time. We needed a way to win back market share from the online travel agencies (OTAs) and do it quickly.

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Strategic Goal: Increase the number of pages in which to purchase flights and ancillary products in a modern, dynamic way. Have the program in market in 12 months integrated into the domain. 

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Strategy: The only way to accomplish this is to bring in new technology so we partnered with a company called Everymundo. Their products and services enabled us to:

• Create dynamic, near real time price quoting on the product pages.

• Develop a product page for nearly every mainline flight on the united network...as well as the different permutations of the route.

• Develop clean and modern looking pages for increase customer experience.

• Allow an exact match landing page for PPC on Google or display ads increasing the AdScore and conversion rate to a sale.

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Results: We beat our 12 month time table and launched the English version IN 6 MONTHS followed by Chinese (simplified & traditional) Spanish, Portuguese, french and German. We launched in excess of 10,000 landing pages, all with the ability to purchase a ticket and with dynamic price updates. We also proved a 60 day forecast on prices for the traveler's interested route to encourage purchase by those who may have flexible schedules and are price sensitive. Ultimately we generated $32MM in revenue from these pages and $8MM year-over-year incremental in year two.

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Example: https://www.united.com/en-us/flights-from-chicago-to-fort-lauderdale