British Airways has signed a deal with Skyscanner to trial selling tickets on search engines using the New Distribution Capability (NDC) standard.
The deal, an industry first, will enable travellers to browse elements such as cabin details, baggage allowance and upgrade options.
NDC is a travel industry-supported programme launched by IATA which will give airlines the ability to distribute all their content through third parties and “enhance” communications between carriers and agents.
BA is currently making it available to UK travellers using smartphones and through all devices in France, Germany and Switzerland.
The move will only apply to BA ticket sales via Skyscanner’s booking engine, however the airline said it aims to offer customers the ability to buy the full range of ancillary options, such as allocated seating and additional baggage through the search site.
British Airways head of marketing, retail and direct, Sara Dunham, said: “This partnership with Skyscanner will improve the experience for customers booking flights through travel search engines and they will be able to view more information about their flight from cabin choice to aircraft type.
“We all know consumers are more sophisticated and demand a more seamless experience, and this initiative lets us deliver that while still maintaining a direct relationship between the customer and British Airways. We look forward to seeing how this trial progresses,” she added.
Skyscanner is the first travel meta-search engine with the capacity to display and sell the tickets directly.
Skyscanner CCO Frank Skivington, said: “Moving over to IATA’s NDC standard has been a key priority for us. We believe it represents the next generation of flexible and dynamic travel content distribution, and delivers real benefit to both the airlines and to our users.”