Driving Offers and Orders Transformation: Accelya Perspectives from T2RL London

This week, the Accelya team and I attended T2RL Engage in London, connecting with friends and colleagues, listening to insights from industry experts and exploring the top priorities shaping our industry. The event’s theme centered around Offer, Order, Settle, Deliver (OOSD) modern retail transformation, drawing airline executives eager to learn what OOSD means for the industry and how they can embark on this complex journey. 

 Accelya was proud to participate in sessions with our customers, including Copa Airlines and  Hawaiian Airlines, alongside our partner AWS . Our airline-only masterclass together with our customer Julio Toro from Copa and Massimo Morin from AWS, featured respected aviation analyst Henry Harteveldt, President, Atmosphere Research Group, who shared his latest research with over 80 airline guests, offering a clear-eyed view of where the industry stands on the path to OOSD. 

Challenges in OOSD Adoption: Building a Business Case & Moving in Stages  

Atmosphere Research interviews reveal that while there is a widespread recognition of the need for OOSD transformation, many airlines are held back by unclear business cases, perceived complexity, and the challenge of securing full C-suite buy-in. According to Henry’s research, 33% of airlines are still in the early stages of strategy development; the transition from legacy PSS-driven retailing to intelligent retailing is just beginning, and airlines face unique hurdles in aligning their internal stakeholders on the value of this shift. 

Henry emphasized that each airline’s journey toward OOSD will be unique, with different starting points and varying goals. To be successful, airlines need to see a clear ROI at every stage of the transition in order to make this compelling to their Board of Directors. This transformation is not a one-size-fits-all journey but rather a series of tailored steps that cater to each airline’s specific needs. Henry also highlighted and this was emphasized by AWS that airlines and tech providers need to put the customer front and centre first in this transition. Unlocking innovation and delivering quality ‘service and experience’ is at the heart of OOSD. You can dive into the infographic here.

A Shared Industry Preference for Modular, Incremental Transformation 

Throughout T2RL Engage, a recurring theme was the need for interoperability and modularity, with a clear demonstration of ROI at each phase. Accelya’s discussions with customers reinforced these points—airlines are ready to move forward, but they want an OOSD transformation at their pace, low risk, no disruption and value delivered at each step. Airlines are not looking for a monolithic solution; they need a flexible approach that reflects their unique requirements. 

Accelya’s Airline-First, Open & Modular DNA 

At Accelya, modularity isn’t just a buzzword—it’s in our DNA. Our journey began with Tim Reiz, Jim Davidson, and our team at Farelogix, who pioneered open, API-based retail technology long before it was fashionable. Unlike others who claim modularity but prefer all modules to come from their own ecosystems, Accelya has a proven track record of integrating seamlessly with third-party systems, enhancing & adapting legacy PSS environments without disruption. 

We are currently working with 20+ pioneering airlines like American Airlines, Hawaiian Airlines, and Copa Airlines, helping them drive NDC adoption and developing modern merchandising capabilities. Our NDC-enabled solutions are delivering real results, with industry leading adoption rates of up to 80% adoption in the indirect channel. This outcome-driven approach is why we are focused on building a business case for each stage of the transition, ensuring that airlines anticipate and then realise tangible OOSD business and revenue benefits from the start. 

Accelya’s expertise span the entire Offer, Order, and Settle stages, and we are delivering modern retailing today at scale, processing over 57% worldwide NDC transactions, generating more than 31 billion offers across our airline network daily and settling over $40 billions of transactions globally. Soon, we’ll be unveiling exciting advancements in the Deliver stage, further cementing our role as a leader in OOSD transformation.

Our Vision for OOSD: Driving YOUR transformation at YOUR pace 

Our vision for OOSD transformation is clear: we see it as a personalized journey for each airline, with an open set of modules and varying transition paths designed to meet the needs of each airline and ensure a smooth and risk-free transition integrating with existing technology. We are committed to sitting down with each airline and showing our airline-first DNA by spending time to determine the optimal path forward for each of them.  

At Accelya, we are ready—ready with proven and market leading solutions, ready with future-proof, AWS powered technology, and ready to guide airlines on their unique OOSD journeys. We have the airline experience and the airline friendly business model to unlock the innovation and business-case that will deliver the full potential of Offer-Order-Settle-Deliver for airlines and their customers.  

These are exciting times for our industry and we can’t wait to spend time with each of you in the coming weeks and months!

Barbara Moreno
Product Marketing Director  

Interested in learning more? Get in contact with us here