Air China has signed an agreement with travel technology firm Travelport which will see the airline participate in its “rich content and branding” programme.

Travelport’s latest airline merchandising technology, which launches “in the coming months”, enables airlines to more effectively control how their flights and ancillaries are visually presented and described on agency screens.

Travelport said this will help bring them more in line with the airline’s own website experience.

Air China joins 26 other carriers including full service and low cost airlines that have already signed up to have signed up to use this new technology.

“The solution offers the ability to differentiate our products and services against other airlines in the GDS, whilst maintaining brand consistency with Air China’s other sales channels, providing a holistic brand experience for both travel agents and travellers,” said Air China’s deputy GM network and revenue management , Na Na.

Travelport’s vice president of global distribution sales & services for Asia Pacific Damian Hickey, said: “We are delighted that Air China has signed up for Rich Content and Branding, and look forward to working closely with them to maximise the full capabilities this breakthrough technology has to offer.”

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