Craig Banks Senior Commercial Director, Air Commerce, Travelport

1. Rich Content and Branding

2. Our Company Vision
Rich Content and Branding– 2

3. Our Company Vision
Rich Content and Branding– 3

4. Ancillaries are big business…
Rich Content and Branding– 4

5. Rich Content and Branding– 5
Ancillaries are big business…
• Basic fares allow traditional
scheduled carriers to compete
directly on price with LCC’s
• Applying retail psychology by
assigning a simple price point to
a better bundle of amenities

6. What is the impact on Travel Agencies?
Rich Content and Branding– 6

7. Needs of the airline…
Rich Content and Branding– 7

8. Needs of the traveler…
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9. Needs of the travel agent…
Rich Content and Branding– 9

10. Branded Fares
Product Description
& Ancillaries
Marketing Matrix Tailored Content
Clearly differentiated
branded fares across
the range of fare
products and cabins
on offer
Concise, factual
description of key
differentiators of the
various fares such as
bags and
change/cancellation
fees
Quick view comparison
of an airline’s branded
fares and the associated
ancillaries/attributes that
may be
included/excluded/charg
eable
Content specific to your
agency which could
incorporate:
Net rates
Promos
Incentives
Value adds e.g. Agent X can
offer free Wi-Fi to its
customers with airline Y
What information do travel agents value?
– 11

11. What are we doing to
help?
Rich Content and Branding

12. What is Rich Content and Branding
The Travelport technology which allows airlines to distribute to
agents as they do in their own direct channels
Allows airlines to promote all their fare products, flight
attributes and ancillaries
In Travelport Smartpoint, agents can access information and sell
content in the same way as travelers can do on airline websites
Ultimately, this gives agent a new revenue opportunity (upsell) but
also better service to their own customers
Rich Content and Branding– 12

13. Rich Content and Branding – Participants
– 13
219 airlines are now live & 244 are signed219 airlines are now live & 244 are signed
Aiming for 300 airlines signed by end 2017
with 90% of the Top 50 signed by the end of 2017
Aiming for 300 airlines signed by end 2017
with 90% of the Top 50 signed by the end of 2017
AMERICAS
45 airlines signed
AMERICAS
45 airlines signed
EUROPE
133airlines
signed
EUROPE
133airlines
signed
ASIA PACIFIC
43airlines signed
ASIA PACIFIC
43airlines signed
MIDDLE EAST &
AFRICA
22 airlines signed
MIDDLE EAST &
AFRICA
22 airlines signed
Rich Content and Branding

14. Live Airlines in the Americas
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• Delta (DL)
• United (UA)
• American Airlines (AA)
• Avianca (AV)
• Virgin America (VX)
• Air Canada (AC)
• TAM (JJ) –UK POS only
• Wings of Alaska (K5)
• Westjet (WS)
• Air Inuit (3H)
• Canadian North (5T)
• First Air (7F)
• Boutique Air (4B)
• Cayman Airways (KX)
• Bearskin Airlines (JV)
• Azul (AD)
• Hawkair Aviation (BH)
• Onejet (J1)
• Peruvian (P9)
• Air Labrador (WJ)
• GOL (G3)
• Sunwing (WG)
• Tradewind (TJ)
• Windward Island Air
(WM)
• Tropic Air (9N)
• Maya Island Air (MY)
Rich Content and Branding
• JetBlue (B6)
• Boliviana de Aviacion
• Aeromexico
• Via Air
• Dynamic
• Provinciales
• InterCaribbean
• Air North
• Corporate Travel
Management
• COMING SOON!
– LANTAM World wide

15. Rich Content and Branding In Action

16. Fare Shopping
– 16 Rich Content and Branding

17. Fare Shopping
– 17 Rich Content and Branding

18. Fare Shopping
– 18 Rich Content and Branding

19. Fare Shopping
– 19 Rich Content and Branding

20. Fare Shopping
– 20 Rich Content and Branding

21. Fare Shopping
– 21 Rich Content and Branding

22. Fare Shopping
– 22 Rich Content and Branding

23. Fare Shopping
– 23 Rich Content and Branding

24. RC&B: Agency Benefits
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25. RC&B: Airline Benefits
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26. Tailored content - what does it mean?
• The Rich Content and Branding Merchandising Management Portal enables an airline customer to
better differentiate and market tailored products and services offered to a specific audience or
customer segment
Applicable to Travelport Smartpoint, Travelport Universal Desktop and Travelport Universal API
• The following levers are available for airlines to use today, either in isolation or combination:
Geography - share content with agents/travelers in a specific IATA area/zone/country/city/airport
IATA number - tailor content to a particular travel agency chain
Pseudo city code – focus on a specific OTA or a TMC’s corporate implant
Account type code - products and services linked to a negotiated corporate deal
Fare type code - a particular customer segment such as marine or student
• All of the above can be further tailored to both the travel agent and the traveler themselves

27. Corporate (Account Code) - Etihad/Lend Lease
– 8 Sample Only

28. Corporate (Account Code) - Virgin Australia/ABC Bank
– 9 Sample Only

29. NDC Certification

30. Our Company Vision
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31. NDC Certification
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32. Questions?

33. Thank you!
Rich Content and Branding– 33

34. © 2017 Travelport. All rights reserved. Travelport, Apollo, Galileo, Worldspan and the Travelport logo are trademarks of Travelport. All
other marks are the property of their respective owners.
Note about examples:
All screen examples and other inserts associated with system output are provided for illustration purposes only. They are provided as
illustrative examples of system functionality and are not meant to represent actual screen responses, rates, etc.
Copyright
Rich Content and Branding– 34