Skip to content

Retailing transformation: Finance giants share their views

At the World Financial Symposium in Doha in September, Accelya got together with airline finance leaders under one roof – after more than two years! We caught up with them to understand their perspectives on the role of finance in retailing transformation.

It was interesting to see how much finance leaders are in synch on retailing transformation and the role of NDC and ONE Order. Over the course of the event, we interviewed four finance giants on their perspectives, and this is a taste of what we learned:

“We want to run as a financially efficient company, and I understand NDC to enable us to streamline how we sell directly to the customer”, commented Jenny Benjamin, Director – Revenue Accounting, Alaska Airlines.

“The main drivers for NDC for me are the opportunity that NDC gives airlines to reduce distribution costs and to extend their rich content”, said Ezekiel Oduor, Manager – Revenue Accounting, Kenya Airways.

ONE Order is a logical continuation to NDC, and it will facilitate the aim and goals of NDC”, shared Soufiane Attif, Head – Revenue Accounting, Royal Air Maroc.

Konda Reddy, Head – Revenue Accounting, Qantas, called out the success factors for ONE Order adoption – “Have an organization-wide strategy to replace PNRs/tickets with orders, collaborate across departments, and have a roadmap for the transition that breaks this down into small steps.”

Order accounting and the role of finance

From what we saw and heard at the conference, airline finance teams are going above and beyond current operations to meet the traditional demands of revenue accounting while building out order accounting capabilities. As such, they are very much at the center of retailing transformation.

“The journey to orders is a whole company effort. So, finance needs to be involved from the start. Finance can bring focus to the integrity of the end-to-end process”, shared Konda. We couldn’t agree more.

Soufiane went on to say, “To reap the benefit of ONE Order, finance needs to simplify processes and to enable NDC to unlock flexibility”.

“We need to pull up our socks, and we need to speed up so that we are not caught unaware”, added Bright Kayinamura, Manager – Interline Accounting, RwandAir.

“Use these forums (WFS) to learn as much as you can about these things (NDC and ONE Order) because it is the next big thing for airlines”, advised Jenny.

In the videos below, our giants of finance give their take on their role in ensuring the success of retailing transformation in their airlines.

Ezekiel Oduor, Manager – Revenue Accounting, Kenya Airways


Jenny Benjamin, Director – Revenue Accounting, Alaska Airlines


Soufiane Attif, Head – Revenue Accounting, Royal Air Maroc


Bright Kayinamura, Manager – Interline Accounting, RwandAir

Latest insights

Other Air Transformation Lab content


Accelya’s newly appointed Director of Product Management for ONE Order, Andrew Webster, picks up the story on ONE Order and order management and how its implementation will affect the future of the airline business.

In his first Air Transformation Lab post, Andrew shares his wealth of experience and knowledge from his many years at one of the world’s largest airline groups. Welcome to the team, Andrew!



Accounting plays a key role in delivering airlines to the future world of offers and orders. But how can an airline’s finance team reconcile new ways with back-end operations – while doing business-as-usual?

In this Air Transformation Lab article, Muffi Lokhandwala explores the role of order accounting in the journey to high-performance retailing.



The event season is a great time of year when we get the opportunity to lift our heads from the busy day-to-day and look at what is on the horizon, at the trends shaping the airline industry.

Accelya’s Tye Radcliffe, SVP of Product Strategy for the Order group, gives his perspective on the market with the industry emerging into the third horizon of value. What does that mean? Read on to find out.



Welcome to a new series of Air Transformation Lab articles on NDC adoption. With Accelya processing 40% of the world’s NDC transactions, we are in a unique position to see the positive impact of distribution and channel management strategy on airline sales.

In this first installment, Nancy Delgado and Fearghal O’Connell explore why now is the best time for an airline to launch its NDC journey.



Bill Cavendish, Global Business Development in Accelya, caught up with Johannes Walter, Head of Channel Partners at Lufthansa Group airlines. Johannes tells us about how NDC is at the start of the airline group’s journey toward end-to-end retailing, with ONE Order approaching on the horizon.



There’s a saying, “In God we trust, all others must bring data.” It has never been so relevant than today, as insights will enable airlines to weather the whims of a volatile travel market and fast-track their path back to profitability.