Ethiopian Airlines advances modern retailing

Adopts NDC through Accelya’s FLX Select

African aviation group, Ethiopian Airlines, has adopted Accelya's FLX Select, a rapid-to-deploy NDC (New Distribution Capability) service, which it hopes will unlock new revenue streams, reduce distribution costs and offer an improved inflight experience.

NDC provides travel sellers and passengers with greater visibility and choice, offering richer and more relevant offers, and expanded access to ancillary and bundled services. 

By adopting FLX Select, Ethiopian Airlines leverages the capabilities of Accelya's NDC to enhance travel retailing capabilities and strengthen relationships with travel sellers. 

Ethiopian Airlines' choice of FLX Select demonstrates a strategic focus towards retailing, reflecting the need to expand distribution options amid rising travel demand. 

Accelya's track record in NDC implementation offers a clear roadmap for airlines to optimize distribution, broaden retail opportunities, and keep pace with evolving market expectations.

“NDC adoption is a practical step toward the future of Offer and Order retailing,” said Sam Gilliland, CEO at Accelya. 

“As Africa’s largest airline brand, Ethiopian Airline’s approach shows how airlines can make progress without disruption – modernising at their own pace with open, modular technology that keeps them in control.”

Rahel Assefa, Group Vice President Marketing at Ethiopian Airlines, said: " Our adoption of FLX Select marks a pivotal step in delivering a more personalised global travel experience and reinforcing our mission as the airline of choice for customers worldwide. 

“This partnership redefines our retail strategy and underscores our commitment to innovation and customer-centricity."

FLX Select is part of Accelya’s FLX ONE platform, powered by Amazon Web Services (AWS). Through a Strategic Collaboration Agreement with AWS, Accelya is accelerating the delivery of scalable, secure cloud solutions that help airlines modernize Offers and Orders. 

The platform enables airlines to manage Offer, Order, Settle, and Deliver processes through open, modular architecture. 

According to independent research firm T2RL, Accelya powers nearly 50 percent of global NDC transactions, helping airlines modernize retailing while maintaining full control over how their products are created, sold, and serviced.