LANGLEY, U.K. — Travelport has announced that over 250 airlines are now benefitting from its Rich Content and Branding merchandising tool, which gives agencies and travel bookers a more effective go at searching for and booking branded fares and ancillaries.

Launched in 2014, Rich Content and Branding allows network airlines and low-cost carriers to differentiate themselves through strong visuals and detailed descriptions of their products and services. This gives OTAs, travel agencies and bookers a real understanding of each airline’s offering and an elevated service to their customers when booking.

Having passed the milestone of 250 carriers, Travelport is now offering richer content to five times as many airlines as its nearest competitor. These airlines include British Airways, Air France/KLM, Lufthansa, Iberia as well as low-cost airlines like Aegean, Ryanair and Loganair.

Major airlines that are currently or will soon offer access to their branded fares through Rich Content and Branding include Delta, China Southern Airlines, Singapore Airlines, Etihad Airways, Emirates, Norwegian, Scandinavian Airlines (SAS) and Avianca.

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

Agencies have also been reaping the rewards of Rich Content and Branding. 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.”

Travelport’s Chief Commercial Officer Stephen Shurrock said: “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. In 2018, Travelport is now the best equipped platform to serve airlines and agencies with the content they need to serve their customers.”