Launch Personalized Pages at Scale with URL Parameters

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:

Parameter	Key	Value example (Case sensitive)	Format Validation	Search Panel	Pricing airModules / Fare Finder Map
Origin Airport IATA Code	em_o	em_o=MIA	3 Letter String	Supported	Supported
Destination Airport IATA Code	em_d	em_o=LAX	3 Letter String	Supported	Supported
Maximum budget	em_b	em_b=500	String representing an Integer value.Max Value <= 10^9 = 1BDecimal values are not supported (MS returns a 404).	N/A	Supported
Payment Option (redemption unit: Cash, Miles or Points)	em_bre	em_bre=MILES / em_bre=POINTS / em_bre=CASH	['cash', 'c'] => 'CASH' /['miles', 'm'] => 'MILES' / ['points', 'p'] => 'POINTS' / Case insensitive.	N/A	Supported
Passenger count	em_pc	em_pc=1	String representing an Integer value. Value < 10	Supported	N/A
Journey Type	em_jt	em_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.	Supported	N/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_re	em_re=true	String representing a truthy/falsy value. ['true', ‘True', 't', 'T', '1'] => true / ['false', ‘False', 'f', 'F', '0'] => false	Supported	N/A
Flexible dates	em_fd	"em_fd=false"	String representing a truthy/falsy value. / ['true', ‘True', 't', 'T', '1'] => true / ['false', ‘False', 'f', 'F', '0'] => false	Supported	N/A
Discount Code / Promo Code	em_dc	em_dc=PROMO50	String / Case Sensitive / Max Value <= 50 characters	Supported	Supported
Departure date	em_dd	em_dd=2022-07-15	String representing a ISO_8601 Dateeg: 2021-12-10	Supported	N/A
Return date	em_rd	em_rd=2022-07-30	String representing a ISO_8601 Dateeg: 2021-12-10	Supported	N/A
Fare Class	em_fc	em_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.	Supported	Supported
Daily Histogram - Default Start Month: Choose the month of the year that you want to display in the histogram	Default Month	Numerice.g.: "defaultMonth=5"	String representing an Integer / Min Value >= 0 / Max Value <= 11	N/A	Supported

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:

airModules that support URL Parameters:

Flight Search Panel v3.0
Daily Histogram v2.0
Fare Finder Map v2.0
Fares Carousel
Fares Carousel (Background image)
Fares Grid
Fare Grid (Background image)
Fares List ( 2 columns)
Basic Table
Featured Destination
Packages Carousel (Flight + Hotel)
Monthly Histogram
Hero Monthly Histogram
Popular Destinations
Low Fare Calendar (Outbound / Inbound)
Remaining airModules (Old Generation) → Only support Origin (em_o) and Destination (em_d)

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.

FAQ

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.