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Launch Personalized Pages at Scale with URL Parameters

August 02, 2023
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4 min read

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 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.

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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 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's origin, destination, budget, travel dates, 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 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 Code

em_o

em_o=MIA

3 Letter String

Supported

Supported

Destination Airport IATA Code

em_d

em_d=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=2024-07-15

String representing a ISO_8601 Dateeg: 2021-12-10

Supported

Supported

Return Date

em_rd

em_rd=2024-07-30

String representing a ISO_8601 Dateeg: 2021-12-10

Supported

Supported

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 the example without URL parameters vs. with URL parameters: 

airModules that support 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.

FAQ
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.
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