Accelya Just Turned One Order–OOSD on Its Head

So, airlines want to do modern retailing. Why?

As Tamur Goudarzi Pour — from Lufthansa Group — said from the keynote stage at the recent World Aviation Festival in Lisbon, we need a transformational modern retailing platform that enables game-changing customer engagement through relevant offers and unlocks significant untapped revenue and profitability.

Simple? Not exactly. But he’s right.

From NDC to OOSD: The Next Evolution

It all started with IATA’s newest initiative: One Order – OOSD (Offer, Order, Settle, Deliver).

Personally, I love it. But I’m not convinced even IATA realizes just how important this is for the future of airline retailing and profitability. Think of it as NDC on steroids — and because NDC is foundational for OOSD, you’ll need a strong NDC program and a modern technology platform if you want to play in this space.

Airlines as Retailers

Let’s dig deeper. Airlines today rely on a patchwork of systems: the GDS, the PSS, and technology providers like Accelya. But are all of them truly capable of supporting a modern retailing platform?

Let’s be honest — no.

That hasn’t stopped some from running from one industry conference to the next with glossy slides and buzzwords about “modern retailing.” Yet when people think of true modern retailing, their minds go to Walmart and Amazon, not airlines.

A Lesson from Amazon

I’ll admit — I’ve had a love affair with Amazon since 1995, when it only sold books. Even then, it was clear to me that books were just the beginning. Amazon was going to change how people buy everything — including airline tickets.

Back in 1998, when I was President of Amadeus North America, I decided to prove the point. I gathered the Amadeus global executive team in Miami, each seated at a bulky computer terminal, and walked them through buying a book on Amazon.

We each bought a book using my credit card (which raised a few eyebrows). After a round of strong Cuban coffee, I made my pitch:

“This is how consumers will buy travel, including airline tickets, in the not-so-distant future.”

The room fell silent. Then came the polite disbelief:
“No one will buy an airline ticket online.”
“No one will put a credit card on the internet.”
“Travel is too complex.”
“And Amazon? They’ll never sell anything beyond books.”

I should have taken that bet.

From Books to Cloud

Fast forward a few years. When we at Farelogix decided to move hosting to the cloud, the first call we made was to Amazon Web Services (AWS).

And that relationship has only deepened at Accelya. Of course, AWS offered everything you’d expect — scalability, reliability, and cost efficiency — but for me, there was something more. A secret sauce.

AWS doesn’t just sell cloud infrastructure; it powers Amazon’s own retailing engine — and that same innovation DNA runs through everything it builds.

The Game-Changer: Accelya + AWS

That’s why our recent announcement of a Strategic Collaboration Agreement with AWS is such a big deal.

Yes, we’ve worked together for years. But this formal agreement takes it to another level. It defines a deeper collaboration — one with a single, shared goal: to incorporate the very technology and tools behind Amazon’s retailing success into Accelya’s modern retailing platform, FLX One.

We’re exploring and testing AWS innovations that are already transforming retail — and applying them to the airline world.
And if you want proof that this partnership runs deep, just ask what powers our new FLX AIviator component. (Hint: it’s built on the kind of architecture that only AWS can deliver.)

A Final Thought

My love affair with Amazon continues — and now it’s personal.

With this collaboration, Accelya is bringing Amazon-grade retailing capabilities to airlines worldwide.
So don’t be surprised if one day you’re scrolling through Amazon and see a new book titled:
“Airline Retailing Done Right” — by Accelya.