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Travelport extends leadership in rich content retailing


Over 400 travel companies signed up to Travelport’s Rich Content and Branding merchandising capability; Rich Content and Branding enables visually rich shopping experience for travel agents. Travelport announced its support for the first phase of Next-Generation-Storefront (NGS) in July 2019.

LANGLEY, UK - Travelport, a leading technology company serving the global travel industry, has announced a host of new agreements that will take the number of airlines and travel agencies connected to its leading airline merchandising tool, Rich Content and Branding, to more than 400.

The new deals will see the largest online travel agencies and search platforms in Russia and South Korea, including and Naver, gain access to real-time information about branded fares and ancillaries from leading global airlines. A selection of travel partners will also receive access to Travelport’s new Branded Fares Data File before they are rolled out to other partners. Branded Fares Data File is a tool for enabling richer branded fares to be presented in the initial search or shop screens within an online travel agency.

Other deals include agreements with Croatia Airlines, Gulf Air, Ukraine International Airlines; as well as leading UK-based travel agency and travel management companies Clarity, SABS, Sky Lord Travel and Travelpack.

Jason Clarke, Chief Commercial Officer - Travel Partners at Travelport, said: “Today’s global travelers demand as much information as possible about the travel options available to them. Our role is to get this content to our travel agency customers in the most visual and intuitive way possible to help our airline partners stand out from their competition. We’re delighted to have reached another milestone since pioneering the concept of a richer travel booking experience and we are committed to continuing to lead change.”

Launched in 2014, Travelport Rich Content and Branding has enabled airlines to display branded fares and rich content more than 660 million times via online travel agents and corporate booking tools over the last twelve months. When upsells and add-ons are made using Rich Content and Branding, average ticket values also increase 23%, with one in six flight bookings made using Rich Content and Branding resulting in an upsell, according to Travelport data.

Travelport’s latest breakthrough in offering travel agents a more graphically-rich solution is part of a broad industry-aligned strategy aimed at enabling airlines to differentiate their branded fares offers and increase upselling. The use of Rich Content and Branding is also set to increase control and transparency when it comes to the process of searching for and booking branded fares.

According to recent research undertaken by Travelport, over half 52% of the 23,000 respondents that took part in a global survey said they felt frustrated at not being able to easily understand what is included as standard in an airline offer (up 12% from 2018).

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