- Reducing Distribution Costs Is Critical – African airlines identify high global distribution system (GDS) and intermediary fees as unsustainable. Cutting these costs is the top strategic priority across the board.
- NDC Adoption and Digital Transformation Are Gaining Traction – While nearly half of surveyed airlines currently lack NDC capabilities, over 40% are actively planning or implementing them. Investment in cloud-based infrastructure and modern retailing tools is also increasing.
- Modern Retailing Requires Structural Change and Collaboration – Empowering travel agents, enhancing training, and fostering collaboration are seen as essential to unlock the full potential of modern airline retailing and improve customer engagement across the continent.
TPConnects and AFRAA Unveil Landmark Whitepaper on the Future of Airline Distribution in Africa
In a pivotal step for African aviation, TPConnects Technologies and the African Airlines Association (AFRAA) have released a comprehensive whitepaper, “Africa’s Next Flight: Modern Airline Retailing Unlocked,” offering new insights into the realities, challenges, and opportunities facing African airlines as they modernise their distribution and retailing strategies.
The TPConnects–AFRAA Airline Distribution Survey 2025, which forms the basis of the white paper, gathered responses from a diverse group of African carriers. The findings highlight that 81% of airlines carry fewer than 2 million passengers annually, and 80% operate fleets of 15 aircraft or fewer. High distribution costs, limited NDC adoption, and technical barriers remain widespread, yet there is strong momentum for change: over 40% of airlines are planning or implementing NDC initiatives.
Key insights from the study include:
- Distribution cost reduction is the top priority for all surveyed airlines, with high GDS and intermediary fees cited as unsustainable.
- NDC adoption is just beginning: Nearly half of airlines have no NDC capabilities, but a significant set of airlines are actively planning or implementing NDC.
- Digital transformation is underway: While 60% of airlines still rely on on-premises systems, cloud migration and investment in digital retailing are on the rise.
- Empowering agents and modernising processes are critical for success, with training and collaboration seen as essential enablers.
“Modern airline retailing is about more than technology. It’s about control, agility, and delivering value to both customers and partners,” said Giuseppe Candela, VP of Global Sales, TPConnects Technologies. “The findings from our joint survey and whitepaper with AFRAA provide a clear snapshot of where African airlines stand and where they are headed. Airlines across the continent are eager to take greater control of their distribution, offers, and customer relationships. The data shows that while challenges remain, there is a real appetite for modernisation and digital transformation. At TPConnects, we are committed to supporting African carriers on this journey.”
Get the Whitepaper here: https://tpconnects.com/resources/astra-ndc-whitepaper-africa/
