South African Airways has become the first airline in Africa to sign up for Travelport’s Rich Content and Branding (RCB).
The travel technology company said RCB enables airlines to more effectively control how their fares are visually presented and described on travel agency screens.
It allows agents to access photos, images and extended descriptions that Travelport claims will better inform and encourage customers’ purchasing decisions around fares such as cabin type, seat type, meals and ticket flexibility.
Around 60 airlines have already signed up including Delta, Ryanair, BA, Easyjet and United.
Simon Ferguson, Travelport managing director, UK & Ireland, said: “It is significant for Travelport to have signed up the largest airline in South Africa for our Rich Content and Branding technology and we look forward to implementing this with them over the coming months.
“The travel industry in Africa continues to grow and we’re convinced the availability of this industry-leading merchandising technology will be valued by travel agencies.”
Travelport announced last week the start of its initial public offering (IPO) of all 30 million shares, as it aims to reduce outstanding debt levels. The estimated price range for the IPO is $14 to $16 per share.