Methods, apparatus, and computer program products for managing content in a travel management system. A standard data element and a non-standard data element comprising the content are received from one or more content providers. A first data container for the standard data element and a second data container for the non-standard data element are created in an extended record data structure. The first data container includes a common record identifier and first data values for first attributes corresponding to the standard data element. The second data container includes the common record identifier and second data values corresponding to second attributes for the non-standard data element. The travel management system manages access to the first container and the second container in the extended record data structure based on the common record identifier.