Airline Tariff Publishing Company and its Routehappy subsidiary are out to change how air travelers view and compare flight options. Developed with the Big Three U.S. airlines, the new idea relies on a star ratings system like the one used for hotels.

ATPCO calls the initiative the Next Generation Storefront. It's meant to modernize indirect channel shopping displays and better convey the specifics of airline products. TripActions last week said it was adopting it.

There are plenty of unanswered questions. Importantly, can the concept work without most airlines . . .

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