Travelport reached a milestone with Air India signing up to the GDS owner’s Rich Content and Branding programme and becoming the 50th carrier to do so.
The Rich Content technology forms part of the Travelport Merchandising Platform. It allows airlines to control the way fares and ancillaries are presented on travel agency screens, bringing the booking process more in line with a carrier’s website.
Air India joined carriers including British Airways, easyJet, Ryanair, Iberia, Delta Air Lines and United Airlines by signing up to Rich Content.
Travelport chief commercial officer Kurt Ekert hailed the announcement saying: “We are extremely pleased with the industry recognition and support we’ve received.
“The signing of 50 airlines for our Rich Content and Branding technology is a testament that our airline partners support our views on the way forward in how fares and ancillaries are presented.”
He added: “Being able to leverage graphical content will be a key factor for airlines to differentiate themselves.
“At the same time, access to Rich Content allows agents to be more informative about product features and benefits, enabling them to influence customers’ purchasing decisions and increasing up-sell and cross-sell opportunities.”
The Travelport Merchandising Platform also offers Aggregated Shopping - which consolidates results from carriers connected to the GDS via the traditional ACTPO (Airline Tariff Publishing Company) and no-frills carriers with online API connections - and Ancillary Services, which allow the sale of airline ancillaries through the GDS.
Rich Content is due to be launched on the desktops of agents using Travelport Smartpoint later this year.
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