Canadian company Plusgrade, which describes itself as "the leading provider of ancillary revenue solutions for the global travel industry", has announced a partnership with AirAsia.
The deal will allow the South-east Asian budget carrier's customers to bid for upgrades and reserve adjacent seats.
"Ancillary services that delight customers and drive revenue will be an essential tool for airline, hotel and rail companies as travel returns to – or even exceeds – pre-pandemic levels," Montreal-based Plusgrade said in a statement announcing the deal.
"We are thrilled to join forces with AirAsia to support them in driving meaningful ancillary revenue through incredible traveller experiences," said Plusgrade chief executive Ken Harris.
"This collaboration will enable us to offer more passengers the chance to access our premium products and services, such as our award winning premium flatbeds or hot seats with extra legroom," said Karen Chan, group chief commercial officer at AirAsia.