Why ferry operators should brace themselves for Lufthansa’s Open API

In February 2017 Lufthansa announced their Open API was ready to being deployed. It means any digital platform can now easily integrate bookings of cheap Eurowings or any Lufthansa and Austrian Airlines flights seamlessly into the platform’s existing sales process. This should be alarming news for ferry operators, who currently make this very difficult.

Providers of holiday homes, campsites and other product owners can now integrate Lufthansa group’s portfolio into their own existing booking process with huge distribution potential. It would be very easy to allow for ancillary sales such as for example car rentals. A beautiful lakeside chalet in Sweden could easily come as a fly-and-drive package at prices so attractive travellers wouldn’t even consider bringing their own car by ferry.

What should ferry operators do?

For a travel sales website that has already implemented one provider’s API the cost to integrate another one – a ferry operator one for example – is marginal. Lufthansa has started a new race amongst airlines as for sure others will soon follow.

But there is no reason why travel package providers of ferry can’t beat them to it, boosting their sales and even overtake some of them.


Once again – visit Pharos at ITB, hall 18, stand 111, to see how to do it!