Frequently Asked Questions

Most airlines rely on human-driven interventions during disruptions: agents manually send messages, supervisors approve templates, and airport staff relay fragmented updates. This approach does not scale effectively during operational pressure.

22North replaces this with pre-modeled disruption playbooks, including:

• Delay bands (e.g., 30–60 minutes, 60–120 minutes, overnight delays)
• Cancellation scenarios with or without reaccommodation
• Missed connection risk scenarios
• Airport-specific operational constraints such as curfews, night stops, and local regulations

Once configured, these playbooks execute automatically when operational thresholds are breached. Human teams remain in control of policy decisions while repetitive execution is automated.

This enables operations, customer service, and airport teams to focus on exception handling instead of routine passenger communication.

22North helps airlines convert passenger communication moments into ancillary revenue opportunities through real-time, multilingual, NDC-ready engagement across WhatsApp, SMS, email, voice, and mobile apps.

Using passenger context, journey stage, and operational triggers, 22North can automatically promote personalized ancillary services such as:

• Seat upgrades
• Extra baggage
• Meal selection and premium meal upgrades
• Lounge access
• Priority check-in and boarding
• Duty-free and onboard shopping offers
• Wi-Fi packages
• Travel insurance
• Airport transfers and hotel stays
• Destination activities and partner offers

These offers can be delivered during booking, pre-travel, check-in, disruptions, boarding, or inflight engagement, helping airlines maximize ancillary conversion while improving passenger convenience and experience.

Watch how 22North helps unlock ancillary revenue across the passenger journey:

Ancillary Revenue Demo:
https://youtu.be/OFFBp7wUBzQ

Ancillary revenue is often lost during disruptions because airlines default to a defensive approach — communicating less, restricting options, and avoiding commercial offers.

22North takes a different approach through context-aware monetization.

Because the platform understands:

• Disruption severity and passenger stress levels
• Fare family, loyalty tier, and historical purchase behavior
• Time-to-departure and recovery timelines

…it can selectively surface relevant offers only when appropriate. Examples include:

• Paid lounge access during extended delays
• Seat upgrades after aircraft swaps
• Meal vouchers or bundled food and beverage options
• Extra baggage or priority services on reaccommodated flights

These offers are embedded within recovery journeys rather than pushed as generic promotions. This helps preserve passenger trust while increasing Customer Lifetime Value (CLTV) over time.

For low-cost carriers (LCCs) especially, ancillary revenue can contribute up to 50% of total revenue. Effectively utilizing disruption moments therefore becomes critical for maintaining revenue resilience during operational crises.

Watch how 22North optimizes customer feedback journeys across alternate channels:

Customer Feedback Journey Demo:
https://youtu.be/EOT-CEXScMs

Emergency scenarios such as security events, weather closures, runway incidents, and geopolitical disruptions require speed, reach, and clarity. In these situations, the primary challenge is rarely message creation — it is reliable message distribution and confirmation.

22North helps airlines and airports manage emergency communication effectively by ensuring:

• Messages are delivered through channels passengers already monitor, including WhatsApp, SMS, email, push notifications, and mobile apps
• Communication remains synchronized across airline and airport stakeholders
• Updates are progressive and state-based rather than static one-time broadcasts

Because passengers receive clear and authoritative updates proactively, unnecessary crowd movement and panic-driven inquiries reduce significantly. This allows airport and airline staff to focus on restoring operational normalcy instead of crowd management.

A key differentiator is 22North’s multilingual capability. Passenger interactions are delivered in highly contextual and relatable language experiences, including their preferred or native language wherever possible. This improves engagement, trust, and response rates during high-stress operational situations.

Yes. 22North is NDC-compatible and aligned with IATA’s Offer–Order–Settle (OOS) framework, which separates airline retailing from traditional PNR and ticketing constructs.

From a technical standpoint, 22North supports:

• Offer: Consumption of dynamically priced, attribute-rich offers generated by airline retailing engines, including bundles such as seats, baggage, meals, lounge access, and priority services

• Order: Persistent order management across disruptions, reaccommodation, upgrades, and post-booking changes without fragmenting the passenger experience

• Settle: Downstream settlement and reconciliation through structured commercial data exchange with airline finance and accounting systems

Because 22North operates downstream of offer creation and upstream of passenger interaction, it ensures that NDC-based offers remain consistent, actionable, and easy for passengers to understand — even during irregular operations.

This enables airlines to:

• Preserve retail integrity during disruptions
• Avoid reverting to manual waivers or static entitlements
• Maintain a modern retail experience across both direct and assisted channels

For passengers, this creates a shopping and servicing experience similar to mature direct-to-consumer industries, while maintaining transparency, continuity, and control throughout the journey.

Security and compliance are architectural decisions, not add-ons. 22North is built with enterprise-grade controls aligned to aviation-scale operational and regulatory requirements.

Key controls include:

• SOC 2 Type II audited operational and security controls
• ISO/IEC 27001-aligned Information Security Management System (ISMS)
• GDPR and India DPDP Act compliance covering consent management, data minimization, and purpose limitation
• Telecom compliance through DOT Audiotex PAN-India licensing requirements

Data access within the platform is role-based, continuously logged, and actively monitored. Personally identifiable information (PII) is processed only when necessary to support defined operational outcomes.

This enables airlines to confidently extend passenger communication capabilities without introducing additional regulatory, operational, or reputational risk.

No. 22North is channel-agnostic by design.

On the upstream side, 22North integrates with airline core systems such as Amadeus, Navitaire, Sabre, and internal operational platforms through APIs.

On the downstream side, the platform supports multiple communication channels including:

• WhatsApp
• SMS
• Email
• WeChat
• Line
• Viber
• Telegram
• Web and mobile app chatbots

WhatsApp is often preferred because of its global adoption and high engagement rates, which is why 22North is an official Meta partner for chat, voice, and calling services. However, channel selection is entirely driven by airline strategy, passenger demographics, and regional market requirements.

In addition, 22North has developed chatbot and voice-assist solutions for airline websites to improve response times and automate query handling. These solutions help airlines categorize passenger requests efficiently and manage customer interactions at scale.

22North is designed to work seamlessly with existing PNR-based airline systems while abstracting their operational limitations for passenger communication and retail execution.

From a systems perspective:

• 22North consumes PNR, order, and operational data through secure APIs exposed by the airline’s Passenger Service System (PSS) or middleware layer

• Passenger identity, itinerary details, SSRs, loyalty status, and disruption indicators are mapped into a real-time passenger context model

• No PNR ownership transfer or direct mutation is required unless explicitly mandated by the airline

This API–PNR interaction enables 22North to:

• Detect operational state changes such as schedule updates, cancellations, and aircraft swaps
• Maintain continuity of passenger context across disruption and recovery workflows
• Trigger communication and commerce journeys without locking airlines into rigid PNR-based processes

Importantly, 22North does not attempt to replace the airline’s PSS or function as a booking engine. Instead, it operates as a controlled execution layer that respects system-of-record boundaries while enabling faster, more flexible, and passenger-centric interactions.

This architecture becomes especially valuable during irregular operations (IROPs), where traditional PNR-centric workflows often create bottlenecks due to manual queues, fare rule complexity, and heavy dependency on airport or contact center agents.

No. 22North is a low-code platform designed for operations and CX teams—not developers.

Once integrations are complete, journeys can be configured and modified without writing code. Airlines can either manage this internally or work with the 22North support team for ongoing optimization.

Changes propagate in near real-time, which is critical during live operations.

22North is operational in over 60 languages globally.

Language selection can be driven by booking metadata, passenger preferences, route geography, or regulatory requirements.

Beyond translation, 22North supports contextual phrasing tailored for disruptions, emergencies, and cultural expectations via multilingual capability. This ensures clarity and compliance during high-stress operational scenarios.

Watch to know how 22North helps unified passenger communications: https://youtu.be/KUX0xAxJSNE

22North acts as a governed context layer between airline systems and AI agents.

It provides secure, real-time access to operational and commercial data for AI-driven assistants without requiring bespoke integrations. This enables scalable automation while maintaining compliance, governance, and system stability.

In aviation, it is critical to balance deep personalization with operational universality. 22North achieves this through a custom-built AI-MCP layer capable of interfacing with multiple Large Language Models (LLMs) and diverse Passenger Service Systems (PSS), ensuring flexibility across airline environments and passenger interaction channels.

The implementation lifecycle includes:

• Discovery & System Mapping – Understanding Passenger Service Systems (PSS), operational systems, disruption workflows, and communication policies

• Journey & Rule Design – Defining operational triggers, fallback logic, escalation paths, and passenger segmentation strategies

• Integration & Configuration – Setting up APIs, provisioning business communication accounts, and configuring passenger journey workflows

• Testing & Simulation – Conducting end-to-end scenario testing across disruption cases, passenger profiles, and operational conditions

This approach ensures the platform is operationally aligned prior to go-live, rather than being retrofitted after deployment.