Travelport ‘extends lead’ in rich content merchandising

Technology company claims milestone of 250 carriers using Rich Content and Branding, five times as many as nearest competitor Continue reading →

Travelport claims to have extended its leading position in airline merchandising by offering richer content to five times as many airlines as its nearest competitor.

This came as the travel commerce platform passed a milestone of 250 carriers signed up for its Rich Content and Branding merchandising tool since being introduced in 2014.

Airlines benefiting from branded fares and ancillaries include:

• British Airways: branded fares across its domestic and global network
• Air France/KLM: branded fares as well as bags, sports equipment and pets
• Lufthansa: branded fares and several ancillaries such as bags and unaccompanied minors
• Iberia: branded fares as well as bags
• Smaller and low-cost airlines such as Aegean, Ryanair and Loganair

Major airlines currently or soon offering access to their branded fares through Rich Content and Branding include Delta, China Southern Airlines, Singapore Airlines, Etihad Airways, Emirates, Norwegian, SAS and Avianca.

In addition, an increasing number of airlines such as Etihad Airways and Jetstar are introducing no-bag fares on long-haul routes, a development supported by the tool.

Travelport chief commercial officer Stephen Shurrock, said: “The achievement of this milestone highlights the multiple benefits Travelport delivers to carriers and agencies by displaying content in a way which replicates the consumer experience online.

“In an era when agencies and airlines receive and send content over multiple channels, Rich Content and Branding continues to stand out as a highly effective means of selling and upselling products – from branded fares and ancillaries such as paid seats to the recently introduced no bag fares on long-haul services.”

Mustafa Filizkok, managing director of online agency Fly365, said: “Branded fares and ancillaries has increased all of our sales across the board. The results that we are seeing from this particular product is that we have managed to be able to upsell which gives us a great revenue stream.”

TAP Air Portugal sales and distribution vice president Riccardo Lo Presti said: “Rich Content and Branding helps TAP Air Portugal stand out against our competitors. It has helped us improve our ability to sell more than just a seat.

“Its graphics, just like you’d see on our website, drive significant adoption of ancillaries. It is a great way of showing a product.”