Travelport, the travel commerce platform, announced that it is working with airlines and other partners to offer Next Generation Storefront (NGS) capability. NGS is an industry initiative to enable travel agencies to display airfares just like airlines show their branded fares on their own websites. Developed by ATPCO, an airline data company, it aims to deliver a richer and more informed shopping experience for travelers. The storefront allows users to compare and choose from among multiple branded fare offers and across different airlines’ flights – all on one screen. Stephen Shurrock, chief commercial officer, said that NGS will be key in driving a shift from “cheapest fare” to “best value.” Displaying multiple options, he said, will enhance consumer choice and give airlines upsell opportunities while providing measurable value to all partners.