This blog post, written by Jonathan Newman, Vice President of Business Development at Accelya, remains unaltered from the original. Published by African Pilot with permission from Accelya Group.
The Path to NDC Adoption
It’s now well established that the transformation involved in airlines becoming retailers starts with distribution. Having the technical capability to distribute Offers of a complexity beyond fare, availability and schedule, to the 3rd parties of your choice is a fundamental to longer term innovation. It’s no surprise then that the airlines who are active in Offer and Order are reaching an inflection point of NDC adoption and direct sales maturity.
Starting the journey towards reaching that inflection point is more just a technical upgrade; it’s a profound financial and organizational shift. Taking that leap requires courage and a clear strategy, which is difficult for many airlines, especially those with limited resources.
When I think about the courage it takes, I can’t help but think of Airlink, one of Southern Africa’s leading regional airlines. I had the privilege of working closely with their team when Airlink became Accelya’s first FLX Select customer. It was a milestone for us, but more importantly, it was a bold step forward for them.
Airlink’s Bold Move with FLX Select
Airlink operates 67 aircraft and serves over 4 million passengers a year. Based in Johannesburg, it’s navigating the challenges of a hyper-competitive Southern African market. They have a small but impactful leadership team that punches far above its weight. Airlink is starting out its transformation journey with NDC, operating at a very different scale compared to some airlines further along in this transformation.
To set the context, IATA’s latest report on airline profitability reveals stark differences between regions. For example, whilst African aviation is due to grow 8% in 2025, African airlines are projected to earn just $0.90 per passenger in 2025 – that’s 80% below the global average and 93% lower than North America’s $13.10 per passenger. In highly pressured, competitive marketplaces like this, getting retailing right via effective merchandising and cost-relevant distribution can make a big difference.
Airlink’s Vision for Airline Retailing
A Leadership Team Committed to Innovation
In my conversations with Rodger Foster, Airlink’s CEO, it was evident how deeply his team understands the need to innovate. They see NDC as a technical evolution and a pathway to delivering customer-centric experiences and gaining a competitive advantage.
Choosing the Right Technology Partner
When we discussed what mattered most to Airlink as they considered NDC, Rodger highlighted the importance of choosing a partner who truly understands their vision and challenges. His passion for ensuring Airlink’s long-term success was palpable.
For Airlink, adopting NDC is just the beginning. They are building a foundation for retailing independence—an ability to innovate on their terms and deliver tailored experiences to their customers.
Key Takeaways for Other Airlines
How Smaller Airlines Can Compete with NDC
Airlink’s story is a testament to the opportunities for airlines of any size to stand out in competitive markets. Their journey highlights the power of having a clear vision and commitment to customer-centric innovation.
Expanding Global Reach with FLX Select
By adopting Accelya’s FLX Select, the fastest and simplest way to implement NDC, Airlink gains the advantage of unparalleled reach, enabling their offers to be distributed through leading travel sellers and aggregators. This reach is especially valuable for smaller airlines, allowing them to connect more easily with a global network of travel sellers and compete effectively in markets where their brand may not yet be widely recognized.
The Future of Airline Retailing – More Than Just Technology
Reflecting on our work together, I’m reminded of how much potential there is when technology, vision, and determination align. Airlink’s leadership team not only values the reach FLX Select provides but also sees it as a cornerstone for creating richer and more relevant content across all channels in a quick and simple way.
In such a competitive environment, this ability to rapidly innovate and ensure its offers—and its brand—stand out is invaluable, allowing airlines to unlock value quickly and stay ahead of the competition.
The broader lesson here is that the future of airline retailing is about more than technology. It’s about having control over offering the right experiences in the right channels to meet customer expectations while building a brand that resonates.
This is only the beginning for Airlink, and I’m excited to see how they continue to grow and thrive. Their journey highlights valuable lessons for any airline considering its next steps towards transformation.
To visit the blog post go here: https://w3.accelya.com/resources/blogs/airlinks-journey-to-retailing-independence-with-ndc/
To find out more about the Accelya Group go here: https://w3.accelya.com/about-us/
To find out more about NDC: https://w3.accelya.com/products/ndc/
