Travelport has developed technology enabling airlines to sell their full range of services via whatever channel they choose.
The merchandising system can collect airline information from airline APIs or more traditional ATPCO data or a combination of both.
The Travelport Merchandising Platform aims to allow airlines to showcase their fares and ancillaries on their websites as well as via travel agents and other indirect channels.
The technology is integrated with the GDSs agent selling systems enabling them to offer a wider range of fares and services to customers.
Travelport is heralding the development as 'a significant change in the distribution landscape' although it's worth remembering that its launch comes months after IATA unveiled its New Distribution Capability.
The GDS has made no secret of its view on IATA's initiative has consistently been that it supports industry standards as long as they are transparent, fair in terms of involving all parties and managed in an open way.
The platform's functionality includes the ability to compare products from carriers who file via ATPCO with any offering services via API on a single screen.
Further developments coming on stream later this year include a rich content component allowing carriers to enhance fares and ancillaries with images and additional information.
EasyJet is already using the aggregated shopping element of the platform.
Travelport announced the development at the CAPA Airlines in Transition conference in Dublin.
UPDATE:
Travelport has now produced a video to plug the new merchandising service:
NB: Disclosure - travel and accommodation for the author's attendance at the CAPA conference in Ireland was funded by Travelport.