Malaysia Airlines inks multi-year content agreement with Travelport

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Malaysia Airlines (MAB) has entered into a multi-year content agreement with Travelport, a technology company serving the travel industry. MAB will use Travelport Digital Media Solutions, including Travelport Sponsored Flights and Destination Banners, to promote its flight options through highly targeted advertising toolkits and campaigns.

Meanwhile, more than 68,000 travel agencies will have real-time access to search, book and sell MAB's content and inventory. The airline joins over 300 other airlines using Travelport's rich content and branding merchandising tool, which offers travel agencies "a rich experience" when searching for and booking branded fares.

MAB's chief marketing and customer experience officer, Lau Yin May, said Travelport's edge in digital marketing, technology innovations, and air merchandising will enable the airline to better fulfil travellers' demands and seize growth opportunities.

"At MAB, customer experience is our center of gravity, and technology is a big part of the service offering. We value the partnership with Travelport and look forward to more fruitful years to come," she added.

Travelport's VP Asia Pacific, air partners, Chris Ramm, said following MAB’s launch of new flexible fare options in 2019, he believes Travelport Rich Content and Branding will further empower MAB to offer more flexibility to travelers who increasingly demand personalised travel experience.

Besides doubling down on content marketing, the airline has also been active in inking codesharing agreements with other airlines including Qatar, Turkish Airlines, and Singapore Airlines. Last December, the airline also received approval from the Malaysian Aviation Commission to launch a joint business structure together with Japan Airlines this year. This will enable both parties to cooperate commercially on flights between Malaysia and Japan. The joint business also aims to deliver customers with more benefits by offering additional flight choices, a larger network, better connections and an enhanced frequent flyer programme.