U.S. innovative technology provider enters rail market

RadixxRadixx, a Sabre company and an airline retailing software provider, and Brightline agreed to collaborate, marking company’s entrance into the rail market at a time when there is significant opportunity in the U.S. travel options as Americans look for alternatives to flying and driving, and are seeking more sustainable travel options.

Under the agreement, this year, Brightline will go live on Radixx Res, a cloud-hosted passenger service system (PSS) that offers unlimited ancillary upsells and will help the rail system maximise revenue and improve the overall passenger experience. To further enable a passenger – focused experience, Brightline will use Radixx Retailer, the advanced retailing module built within the passenger service system.

“We are thrilled to enter into the high-speed rail market with an innovative partner like Brightline. As we learned more about Brightline’s business model, we were excited to see all the ways that the Radixx solutions complemented their needs as a rail provider,” Blair Hughes, vice president of global sales at Radixx said.

Brightline will also take advantage of the Radixx ezyCommerce internet booking engine to reveal their brand identity and digital storefront. The flexible Content Management System (CMS) is built with a modern and intuitive user interface and design that allows users to manage their content and adjust offers in minutes. The built-in profiles module will allow Brightline to present personalised offers at the right time to the right passenger.

“Brightline always prioritises the guest experience and works hard to identify the best technology solutions to meet the demands of our travelers. We were impressed with Radixx’s ability to meet our timelines and feel confident that their partnership with Sabre will bring the highest level of value to us and our guests,” Ramon Milan-Peeneda, Brightline’s chief technology officer said.

The rail system will also implement Sabre’s cloud-hosted operations management solution, Movement Manager, to improve daily route operations, provide reliable service, and contribute to enhancing the passenger experience.

Brightline’s strong retail focus is complementary to the Radixx Insight analytics and revenue optimisation platform which will enable Brightline to leverage its data to increase the effectiveness of retailing and improve the efficiency of operations. To better serve the communities in which it operates, Brightline will also contract the use of Radixx Insight Marketing+ to develop customer segmentation strategies and create and manage digital marketing campaigns. This advanced module of Radixx Insight will provide advanced market analysis and timely recommendations to promote adaptive decision making and allow Brightline to monitor the performance of each campaign.


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