el al2Travelport, the leading travel commerce platform, signed a new agreement with EL AL Israel Airlines Ltd., for the use of the company’s leading merchandising tool, Travelport Rich Content and Branding.

Established in 1948, EL AL is the national carrier of Israel. The airline flies 44 aircraft (including four of the 16 Boeing 787 Dreamliner’s) to 35 direct destinations around the world, as well as hundreds of connecting destinations.

By joining over 260 global airlines using Travelport Rich Content and Branding, agencies and travel bookers will be given a graphically rich experience when searching for and booking EL AL’s branded fares, as well as greater access to its ancillary offers. By delivering these benefits, Travelport’s merchandising tool will provide both sides with the potential to drive increased revenue.

As the first global distribution system operator to be certified by IATA as a “Level 3” Aggregator under its New Distribution Capability (NDC) initiative, Travelport will soon further support EL AL by giving it the opportunity to create NDC connections and display NDC-based content on its platform.

Commenting on the agreement, Donna Bahar, Deputy Director Distribution and Reservations Systems at EL AL said: “With growing competition on flights to Europe and beyond, it’s crucial for EL AL to innovate and provide differentiated options for customers. Our collaboration with Travelport to provide agents with visually rich fare and ancillary content is a significant strategic step to support our vision to be the first-choice airline for all customers traveling to and from Israel.”

Philip Saunders, Vice President, Air Commerce, Europe Middle East and Africa at Travelport added: “Today’s announcement further strengthens the cooperation between EL AL and Travelport. We are delighted the airline has extended the scope of our partnership to include Travelport Rich Content and Branding in order to differentiate its offers and enable customers to choose the flight package that best suits their needs.”