British Airways and Iberia have announced an agreement with Travelport that sees both airlines sign up to Travelport's Rich Content and Branding platform.
Rich Content and Branding enables airlines to market and retail their products more effectively by determining how their services are visually presented and described to travel agents.
It is designed to allow airlines to use more sophisticated retailing techniques which can be tailored to a specific geography, individual agency or corporation in order to drive sales of core fares as well as ancillary products such as baggage.
Derek Sharp, senior VP and MD, Air Commerce, said: “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.”