Amadeus will help Expedia overhaul the way it uses branded fares in an agreement which will see the light of day in the middle of 2015.
The pair have committed to creating a "standardised solution" for select airlines by the mid-point of next year, in a move to allow carriers to offer branded fares to customers.
Branded fares have traditionally incorporated types of tickets, such as seat-only options or the ability to be flexible on refunds.
But Expedia says the concept is evolving to the extent that airlines are, inevitably, wanting to push branded fares which also include their ancillary services, such as checked bags, in-flight services and premium seating.
Once the project is complete, visitors to Expedia will be able to select different types of fares with various attributes attached.
Interestingly, Greg Schulze, senior vice president for global tour and transport at Expedia Inc, sounds a word of warning over the exercise.
He says "the challenge" with introducing enhanced branded fares is "when customers see it at scale across multiple airlines will be ensuring they can make heads or tails of the increasing number of competitive offers".
"Instead of choosing from a few dozen flights that suit your needs from point A to point B with the times and airports you want, you’ll now see a whole set of branded fares on top of that."