Travelport has announced that Middle East Airlines has become the latest carrier to sign up to its innovative airline merchandising technology, Travelport Rich Content & Branding.

As a result of the deal its fares are now ready to be searched and sold through Travelport Smartpoint 6.0.

Following this new agreement, Middle East Airlines will utilise Travelport’s Rich Content & Branding, which enables airlines to market and retail their offering more effectively by controlling how their products are visually presented and described on travel agent screens, and is available through the latest version of the Travelport Smartpoint agency desktop, 6.0.

The solution has received widespread support and interest from airlines since launch, with well over a hundred airlines signed up to participate in Rich Content and Branding, including South African Airways, Comair, Kulula, Etihad, Gulf Air, and Kenya Airways.

Middle East Airlines is the national flag-carrier airline of Lebanon.

With one of the most modern fleets in the world, it operates scheduled international flights to Asia, Europe, the Middle East and Africa from its base at Rafic Hariri International Airport.

Nizar Khory, head of commercial at MEA, commented: “Middle East Airlines prides itself on offering the latest technology and solutions to our travel agent partners and travellers alike and through our partnership with Travelport, we can now more efficiently present our products to our customers.

“We are happy with our decision to sign up to RC&B, as we understand that the branded images and descriptions presented on agents’ screens through RC&B and Travelport Smartpoint 6.0 will help travel agents promote and tailor our unique offering to meet the needs of travellers.”