Future of Airline Retailing Report finds 27% have started Offer & Order

Survey reveals insights from 78 airline executives

While 66% of airlines have implemented New Distribution Capabilities (NDC), less than a third (27%) have taken steps to begin the Offer and Order transformation, according to the Future of Airline Retailing Report.

The report, released by Accelya in partnership with Atmosphere Research Group, reveals that the lack of progress comes even though 72% of airlines consider the transition to Offers and Orders important, recognising the opportunity to modernise retailing, improve the customer experience, and unlock new revenue. 

Created based on insights from 78 airline executives and phone interviews with 28 professionals at carriers including United Airlines, British Airways, Kenya Airways and others, the report reveals the current status of Offer and Order adoption across the industry. 

It finds that retailing strategies – including dynamic offers, personalized content, order-based servicing, and modular technology – are widely recognised as engines of revenue growth and competitive differentiation. 

Airlines cite the key advantages as the ability to generate additional revenue (91%), quantify customer value (81%), and attract new customers (79%). 

Looking ahead to 2028, 83% believe continuous pricing will be important to how they retail. 

 Despite the clear upside and increasing customer expectations, execution is lagging over half (53%) of airlines haven’t developed or started an Offers and Orders strategy. 

A fifth (19%) haven’t established any retailing-related objectives at all - although many expect to transition from legacy Passenger Servicing Systems (PSSs) to full Retailing Platforms soon. 

While 44% believe they’ll transition by 2028, 38% expect to remain on PSSs until at least 2029. 

“The gap between retailing appetite and execution is closing, with 2028 to 2029 realistic for transitions,” said Henry Harteveldt, Travel Industry Analyst and President, Atmosphere Research Group. 

“Hesitancy to move stems from internal constraints, legacy contracts, and uncertainty around ROI. Airlines want to break free from restrictive tech and replace it with agile, open platforms. 

Cloud-ready, modular infrastructures are the path forward—enabling faster experimentation, product launches, and integration, all while enhancing customer experiences and delivering more personalized, seamless travel.” 

“Today’s findings give us even more insight into the challenges airline leaders face during the transition to Offers and Orders,” said Tye Radcliffe, Chief Customer Success Officer at Accelya. 

 “The key is to remember that transformation doesn’t require a full system overhaul. At Accelya, we help airlines move at their own pace, shifting from legacy to retailing-friendly systems through an open and modular approach—not locking them into expensive, all-or-nothing packages.” 

“What’s undeniable is that the transformation is already underway,” Radcliffe added. 

“Early adopters are gaining a competitive edge - and as more airlines reach critical mass, the pace of change will accelerate. We’re proud to be at the heart of this shift, supporting airlines to unlock new revenue and deliver smarter, seamless retailing.”