Travelport Branded Fares and Ancillaries

Travelport Branded Fares and Ancillaries has been selected as an ABA100 Winner for Marketing Innovation in The Australian Business Awards 2019. The Australian Business Award for Marketing Innovation [MKT] recognises products and services that provide innovative solutions for new and existing market needs in the fields of marketing and communications.

In travel, ancillaries refer to items like seats, bags, meals, unaccompanied minor, pets, sports equipment, lounge access etc. For airlines, ancillaries have become an important driver of their revenue growth, because of the immense difficulties to recover additional costs such as increased fuel prices through fare increases. In the last financial year, ancillary revenues came to nearly US$50 billion, according to the 2018 Car Trawler Ancillary Revenue Yearbook by Idea Works Company.

However, as a result, the ever-growing complexities in airline offers have created acute challenges to travel agents and agencies. Airlines are bundling and unbundling airfares with ancillaries, which can be confusing to work out what’s the best value package for end consumers.

Expectations have never been higher, and agents are expected to provide superior travel choice and excellent customer service to today’s tech savvy travellers. With more flight choices in the hands of travellers and with more intuitive provider websites, it’s essential that agents are able to book from the widest choice of fares and services to remain competitive. If travel agents don’t maintain or extend their position as trusted travel experts, they risk losing customers, declining revenues and profits and reduced market share when compared to their competitors.

Branded Fares and Ancillaries is a B2B marketing and retailing solution launched by Travelport that specifically targets travel agents and agencies around the world. In a nutshell, it is a solution that gives travel agents instant access to over 200 airline offerings, tailored fares and ancillaries, a view of what is included/excluded in a fare, the cost to upgrade and photos/images of cabins by class.

All this is delivered via a single click within Travelport, which means the agent never has to leave their booking workflow. The results screen gives the agent a clear view of upsell and cross-sell opportunities enabling the traveller to make an informed travel choice. Branded Fares and Ancillaries resides within Travelport’s points of sale, which is made available seamlessly with no action required on the agent side. Users can simply access the visual information by clicking the fare. Without this feature, agents would have to plough through every airline website and try to remember and compare prices, features, inclusions and exclusions.

Branded Fares and Ancillaries was launched in Nov 2014 as part of the Travelport Merchandising Suite. It is available in the majority of the 180 countries in which Travelport operates, to an agency base of around 65,000.

Over 270 airline partnerships were enhanced when they signed up with Travelport to allow agents to view their Branded Fares and Ancillaries within Travelport’s point of sale. By signing up, airlines can differentiate their branded fares and ancillaries, and distribute their content, branding and positioning through Travelport in the way they want. These partners include Qantas, Virgin Australia, Air New Zealand, Cathay Pacific, British Airways, easyJet, Ryanair, Lufthansa, Singapore Airlines, Bangkok Airways, Etihad Airways and Delta Airlines.

Travelport has also enhanced the partnerships with online travel agents who are taking up this capability of offering Branded Fares and Ancillaries to their customers.

The Australian Business Awards are an annual comprehensive awards program which recognises organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement via a set of established business and product award categories.

The Australian Business Awards are the national chapter of an integrated, hierarchical leadership initiative conducted on a national and international level. Eligible organisations are invited to participate in the international chapter of the program at The World Business Awards whereby participants are provided with the unique opportunity to benchmark themselves against the top performers globally.

The process culminates in the selection of organisations which implement world-class business initiatives, projects, products and services. The award recipients are recognised as the elite of their industry earning a place amongst a distinguished group by having their achievements acknowledged and celebrated.

Organisational eligibility includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.

Organisations are required to complete a submission for a specific business initiative, product or service.

Business initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.

Products can include but are not limited to services, devices, equipment, programs, processes, activities, applications, information, knowledge, software, cloud-based services, platforms, systems and manufactured goods. Products must be commercially available on the Australian market and comply with all applicable Australian standards and regulatory requirements. Product eligibility includes domestic and international products available to the Australian marketplace.

The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards.

The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement are recognised via a set of established business and product award categories.

The program provides a notable opportunity for high-performing organisations which implement world-class business initiatives and develop innovative products and services to be acknowledged and celebrated for their achievements both nationally and internationally.

Conducted annually, the program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance through a global recognition and knowledge building initiative that is underpinned by the program’s established framework.

The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige.

Travelport is a technology company committed to making the experience of buying and managing travel continually better. Coming from a highly specialized B2B background, we are particularly proud to have two products – Travelport Trip Assist and Travelport Branded Fares & Ancillaries – recognized by 2019 ABA100 as winners for Mobile Innovation and Marketing Innovation. This is a strong testament of the business value and technological advancements of our solutions. The Travelport team are motivated to launch more innovations combining our expertise in travel and our knowledge across mobile, artificial intelligence and other emerging technologies.

Scott Barber, Managing Director for Australia and New Zealand, Travelport

Share: The Australian Business Awards