Fewer Than 1 in 3 Airlines Advancing Offer and Order Systems

While 67% of airlines are implementing IATA’s New Distribution Capability (NDC), only 27% have made significant progress in adopting offer and order transformation strategies, according to a new report by Atmosphere Research Group and Accelya.

Titled The Future of Airline Retailing, the report highlights that more than half of airlines have yet to develop an offer and order strategy, and 20% lack defined retailing objectives. Offer and order modernization allows airlines to build dynamic offers, enable seamless servicing, and personalize content—key components for long-term revenue growth and competitiveness.

Despite industry-wide recognition of retailing’s importance—72% of airlines say it’s either “important” or “very important”—legacy systems, financial constraints, and uncertainty around ROI are slowing adoption. Many carriers remain hesitant to invest due to operational complexity and the need for extensive software customization.

Accelya’s Chief Customer Success Officer, Tye Radcliffe, recommends airlines adopt a step-by-step approach with modular and cloud-based solutions to avoid costly overhauls. Quick wins such as dynamic pricing, ancillary upselling, and order accounting can drive momentum.

NDC-based distribution is gaining traction, with bookings through NDC channels expected to rise from 7% in 2023 to 21% by 2028. Industry experts believe competitive pressure will ultimately accelerate adoption as early adopters gain market advantage.

The report stresses that internal alignment, executive buy-in, and cross-department collaboration are critical to success. Airlines that strategically embrace modernization will improve customer experience, drive revenue, and create a flexible foundation for future growth.

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Fewer Than 1 in 3 Airlines Advancing Offer and Order Systems

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