Travelport has signed new agreements with British Airways and Iberia that sees both airlines sign up for the provider’s industry leading airline merchandising solution, Travelport Rich Content and Branding.

The agreement continues Travelport’s long standing relationship with both British Airways and Iberia and demonstrates the value the airlines see in Travelport’s innovative merchandising and retailing technology.

The solution takes branded fares, product attribute selling, comparison shopping and ancillary service attachments to a unique and innovative level in the travel industry by enabling airlines to fully display their brand proposition, exactly as they would on their own websites.

It includes rich product descriptions and graphics, optional or ancillary products for sale, including fares families and gives airlines the greatest control possible over how their products appear on travel agents’ screens.

Travelport has continued to enhance Rich Content and Branding by adding powerful, new search functionality and increased opportunities for upselling by offering the ‘next product/price point up’, with a full comparison of associated attributes and ancillaries.

Rich Content and Branding continues to differentiate Travelport from its peers in the indirect distribution channel and has continued its strong momentum with over 140 airlines now fully implemented.

Derek Sharp, senior vice president and managing director, air commerce, Travelport, commented: “We’re delighted that both carriers have chosen to take advantage of our innovative merchandising capabilities which are unrivalled in the industry.

“Both British Airways and Iberia are important, long standing airline partners and today’s announcement is very good news for our mutual customers around the world.”