This Is Rich, Content, That Is

Air India has become the 50th airline to sign up for Travelport Rich Content and Branding – which allows airlines to more effectively control how their fares and ancillaries are visually presented and described on travel agency screens, bringing them more in line with the airline’s own website experience.

Since its introduction earlier this year, Travelport Rich Content and Branding has received significant support and interest from airlines. To date, 50 airlines have signed up to participate, including carriers such as Delta, Avianca, Sun Country Airlines, Peruvian Airlines, Ryanair, British Airways, Iberia, easyJet, SilkAir, Hong Kong Airlines, Hainan Airlines and United Airlines.

Travelport Rich Content and Branding will be launched on Travelport Smartpoint agency desktops later this year, allowing agents to access rich content and extended descriptions aggregated into their usual booking flow to better inform and encourage customers’ purchasing decisions around fares and ancillaries.

Travelport’s chief commercial officer, Kurt Ekert observed: “The signing of 50 airlines for our Rich Content and Branding technology is a testament that our airline partners fully support and share our views on the way forward in how fares and ancillaries are presented to travel agents.”

Ekert continued: “Being able to leverage graphical content and providing a holistic brand experience will be a key factor for airlines to successfully differentiate themselves. At the same time, access to rich content allows travel 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.”