Ethiopian Airlines has announced the adoption of Accelya’s FLX Select, a rapid-to-deploy New Distribution Capability (NDC) service designed to enhance revenue optimization and improve the passenger shopping experience.
In a press statement, the airline described the NDC service as a tool that provides travel sellers and passengers with greater visibility and choice. It noted that the platform enables richer, more relevant offers with expanded access to ancillary and bundled services.
Ethiopian Airlines’ move aligns with evolving global aviation trends. Research from Atmosphere Research Group indicates that two-thirds (66%) of airlines have already implemented NDC, a distribution model expected to more than triple in scale over the next three years.
According to the airline, choosing FLX Select demonstrates its strategic focus on modern retailing and the need to expand distribution options amid rising travel demand. Ethiopian Airlines aims to leverage Accelya’s NDC functionalities to strengthen relationships with travel sellers and enhance its retailing capabilities.
“Through this adoption, Ethiopian Airlines aims to unlock new revenue streams, reduce distribution costs, and offer passengers an improved shopping experience. NDC provides travel sellers and passengers with greater visibility and choice, offering richer and more relevant offers plus expanded access to ancillary and bundled services,” the statement added.
Vice President of Marketing at Ethiopian Airlines, Rahel Assefa, emphasized that the adoption marks a crucial step toward delivering a personalized global travel experience and solidifying the airline’s position as a preferred carrier worldwide.
“Our adoption of FLX Select marks a pivotal step in delivering a more personalized 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,” she said.
The latest T2RL data highlights Accelya’s AWS-enabled platform as one of the few capable of delivering NDC at unmatched scale, performance, and reliability.
Offering enriched content and end-to-end Offer, Order, Settle, and Delivery (OOSD) functionalities, the platform connects airlines to more than 70,000 travel agents, including the world’s largest online travel agencies and travel management companies.
Accelya currently holds the largest share of NDC transactions globally, with 57%, and generates more than 350,000 offers per second, powering the retailing engines of major global airlines.
Accelya CEO Sam Gilliland welcomed Ethiopian Airlines’ decision, saying it reflects how airlines can embrace modernization without disruption.
“NDC adoption is a practical step toward the future of Offer and Order retailing. As Africa’s largest airline brand, Ethiopian Airlines’ approach shows how airlines can make progress without disruption—modernizing at their own pace with open, modular technology that keeps them in control,” he said.
FLX Select also supports revenue growth and customer satisfaction through essential ancillary services such as ATPCO-filed seats and baggage options. Its automated servicing capabilities streamline post-sale processing, ensuring travelers receive the level of service expected in today’s digital world.
Accelya is a global leader in airline software, powering over 200 airlines with an open, modular platform that enables them to drive growth, enhance customer experiences, and take control of their retailing. Our FLX ONE platform empowers airlines to transform across Offer, Order, Settlement, and Delivery (OOSD), in line with IATA’s standards for modern retailing.
Ethiopian Airlines, widely regarded as one of Africa’s most successful and innovative carriers, operates a vast network of more than 160 passenger and cargo destinations across five continents.
Backed by nearly eight decades of aviation leadership and a modern fleet that includes Boeing 777s, 787s, Airbus A350 aircraft, and De Havilland Q400s, the airline’s adoption of Accelya’s FLX Select aligns with its long-standing commitment to technological advancement, customer experience, and sustainable growth.
By Richmond Fordjour Ampofo
