Virgin America has become the latest airline to commit to Travelport Rich Content and Branding, a key component of the Travelport Travel Commerce Platform.
The platform is designed to enable airlines to market and retail their products more effectively, by controlling how their product is visually presented and described.
This enables partner airlines and other travel content suppliers to use more sophisticated retailing techniques in order to drive sales of core products and ancillaries.
Currently 89 airlines have signed up to use Rich Content and Branding, including Delta, Avianca, Sun Country Airlines, Peruvian Airlines, Ryanair, British Airways, Iberia, easyJet, SilkAir, Hong Kong Airlines, Hainan Airlines, WestJet and United Airlines.
Virgin America’s director distribution channels and sales support, Amy Burr, said: “The Travelport Rich Content and Branding solution allows us to deliver more customized content to the screens of travel agents across the globe.
“As we continue to expand our corporate travel and managed travel business, this option allows us to further broaden awareness about our business-friendly product.”
Travelport’s managing director UK, Ireland and the Nordics, Simon Ferguson, added: “We’re pleased Virgin America, an airline industry innovator, is partnering with Travelport to use our innovative Rich Content and Branding merchandising solution.
“Travelport Rich Content and Branding gives Virgin America a flexible marketing tool that showcases their products and services the way Virgin America intends them to be seen, providing a consistent brand experience with the airline’s own website channel.”