For marketers looking to provide a personalized, seamless pathway to booking for each customer, URL parameters (aka “query strings” or “URL query parameters”) are an essential tool. URL parameters are elements inserted into a URL that can modify elements on a page. This enables marketers to personalize all filters and content for each particular user every time the page is opened.

Using URL Parameters, digital marketing teams can pre-populate their pages and airModules with personalized content, minimize inputs needed by the customer, and improve the performance of promotions by prepopulating the context of the campaign, such as promotional travel dates, travel class, etc.

This exclusive feature provides a tailored page experience based on user preferences to provide intentional options for booking across multiple industries such as airlines, vacation packages, and hotels.

What are URL Parameters?

To identify a URL parameter, look at the portion of the URL that comes after a question mark (?). URL parameters are made of a key and a value, separated by an equal sign (=). Multiple parameters are each then separated by an ampersand (&). Any tracking parameters can be appended without affecting any attribution to your web analytics platform.

Each key represents a variable, such as a user’s origin (em_o) or budget (em_b). The value is the user’s information to that key, for example, if we know both the user’s location, Miami, and their budget, $300, the URL parameter would read: ?em_o=MIA&em_b=300.

Using URL Parameters

EveryMundo currently supports up to 13 URL parameters, including the user origin, destination, budget, dates of travel, travel class, and more. Using these URL parameters means that a user arrives on a page where, for example, their origin, travel dates, and budget are already added so that the results shown are only those that the user is interested in purchasing. The airline marketer can send the URLs in emails or advertisements with the Parameter already in the URL and then it will pre-populate all the modules on the page once the user clicks on it.

EveryMundo enables URL parameters to be used on airTRFX pages to modify the filters for Dynamic price airModules (up to 4 parameters), and also in externalized airModules (up to 13 parameters).

Parameters supported by airModules:

ParameterKeyValue example (Case sensitive)Format ValidationSearch PanelPricing airModules / Fare Finder Map
Origin Airport IATA Codeem_oem_o=MIA3 Letter StringSupportedSupported
Destination Airport IATA Codeem_dem_o=LAX3 Letter StringSupportedSupported
Maximum budgetem_bem_b=500String representing an Integer value.Max Value <= 10^9 = 1BDecimal values are not supported (MS returns a 404).N/ASupported
Payment Option (redemption unit: Cash, Miles or Points)em_breem_bre=MILES / em_bre=POINTS / em_bre=CASH['cash', 'c'] => 'CASH' /['miles', 'm'] => 'MILES' / ['points', 'p'] => 'POINTS' / Case insensitive.N/ASupported
Passenger countem_pcem_pc=1String representing an Integer value. Value < 10SupportedN/A
Journey Typeem_jtem_jt=ONE_WAY / em_jt=ROUND_TRIP['round_trip', ‘round-trip', 'roundtrip', 'rt'] => 'ROUND_TRIP' / ['one_way', 'one-way', 'oneway', 'ow'] => 'ONE_WAY' / ['multi_city', 'multi-city', 'multicity', 'mc'] => 'MULTI_CITY' / Case insensitive.SupportedN/A
Enable Redemption Option: Used to dictate the redemption unit pre-population in the flights booking mask - e.g.: miles or points vs cash.em_reem_re=trueString representing a truthy/falsy value. ['true', ‘True', 't', 'T', '1'] => true / ['false', ‘False', 'f', 'F', '0'] => falseSupportedN/A
Flexible datesem_fd"em_fd=false"String representing a truthy/falsy value. / ['true', ‘True', 't', 'T', '1'] => true / ['false', ‘False', 'f', 'F', '0'] => falseSupportedN/A
Discount Code / Promo Codeem_dcem_dc=PROMO50String / Case Sensitive / Max Value <= 50 charactersSupportedSupported
Departure dateem_ddem_dd=2022-07-15String representing a ISO_8601 Dateeg: 2021-12-10SupportedN/A
Return dateem_rdem_rd=2022-07-30String representing a ISO_8601 Dateeg: 2021-12-10SupportedN/A
Fare Classem_fcem_fc=ECONOMY / em_fc=BUSINESS / em_fc=FIRST_CLASS['economy', 'ec'] => 'ECONOMY' / ['first_class', 'first-class', 'firstclass', 'fc'] => 'FIRST_CLASS' / ['business_class', 'business-class', 'businessclass', 'bc'] => 'BUSINESS_CLASS' /Case insensitive.SupportedSupported
Daily Histogram - Default Start Month: Choose the month of the year that you want to display in the histogramDefault MonthNumerice.g.: "defaultMonth=5"String representing an Integer / Min Value >= 0 / Max Value <= 11N/ASupported

The parameters within the URL start with “?” and can be combined with several others using “&.” This is an example of how several URL Parameters would populate a Flight Search Panel and how it would appear to a user depending on the parameters in the URL:

See example without URL parameters vs. with URL parameters: 

Start providing personalized on-page experiences

By using this new feature, marketing teams can drive high-quality traffic to individually tailored landing pages and minimize the pathway to booking. Provide your customers with personalized experiences that make it easy to complete their purchase. airModules can utilize URL parameters both on airTRFX pages powered by EveryMundo, and when they are placed on any other pages too.



Is this feature supported in airTRFX and airModules in externalized placements (outside airTRFX)?

Yes, but you need to be in the latest version of airTRFX, and there is a specific list of airModules where this feature is supported, which have been listed above. If you are not sure if the products you license support this feature, please reach out to your Customer Success Manager for guidance and requirements

Do I need to use all parameters in the URL?

No, you only need to include the key for those fields you want to change on the page.

Is there a way to only target the Search Panel?

No, the URL parameters will affect all airModules (Pricing and Search Panels) on the page

Do the parameters work across all templates in airTRFX?

Yes, any page type including Custom Pages.

I’m using the cabin class, miles/points, and journey type parameters but the Price airModules do not show any data. What is this happening?

Most likely, this is happening because you have not subscribed to these data sets. If you would like to display additional cabin classes, points/miles, or a different journey type, contact your Customer Success Manager to get more details.

I use specific tracking parameters for my campaigns can I include them?

Yes, you can add any additional tracking parameters after all key values. Just make sure to use “&” and not “?” otherwise, the URL will break. We encourage testing your final URLs prior to launching a campaign that uses both URL and tracking parameters.

Can I suggest another parameter that I do not see listed in the current supported keys?

Yes, please submit your suggestion to our Product Support desk and our Product Team will evaluate if the proposed parameter can be introduced as a future enhancement. You can submit your suggestion here.