Success in this evolving environment means generating revenue from all markets by ensuring airline products are not only discoverable but competitive and well-positioned across both traditional and digital channels. 

As a global aviation sales and marketing company, AirlinePros bridges airlines with the right distribution channels, whether GDSs, OTAs, tour operators, travel management companies, or emerging digital platforms. Our mission is to position airline offerings to capture attention and maximize revenue. 

As we all know, the distribution landscape is fragmented and complex. Airlines face multiple layers of complexity, from new distribution capabilities to rapidly shifting consumer booking behaviors. 

With our footprint spanning more than 60 countries, we provide airlines with a plug-and-play distribution network that would otherwise take years to build. From GSA representation to digital sales activation, we make our client airlines relevant in each market from Day One. We help the airline understand its customers, adapt its strategy, and optimize its distribution spend. We provide real-time market intelligence, so the decisions are faster, smarter, and aligned with future trends. 

The new commercial models that have emerged are indeed transforming travel, and airlines can retail like any other digital marketplace based on attribute-based pricing, subscriptions, bundles, and micro-services.  

At last month’s AIA 2025 event in Cape Town, industry partners showed how Modern Airline Retailing (MAR) – the framework enabling a contemporary, customer-centric retail experience – is paving the way for a more seamless and profitable journey for both travel agents and airlines. The Airlines Reporting Corporation (ARC) and the International Air Transport Association (IATA) were among the key presenters highlighting developments that are accelerating this transformation. 

The goal: A customer experience that mirrors the intuitive, personalized retailing of platforms such as Amazon and Uber, and, for airlines and resellers, a pathway to unlock billions in incremental revenue while simplifying order processing and management. 

MAR’s Framework 

Manal El Taher, Regional Manager for Transformation & Products in IATA’s Financial Settlement & Distribution Services division, reaffirmed IATA’s commitment. “Our role is to set the standards that allow all players to speak the same language – and, importantly, to engage with all stakeholders. To our airline partners: we are here to support you. The train has not left the station.” 

ARC President and CEO Lauri Reishus echoed this long-term vision: “Air travel is complex, and while processes often work smoothly upfront, disruptions expose service limitations. Modern airline retailing is a decades-long vision. There will be leaders and followers, but the goal remains the same: to leave this industry in better shape for future generations.” 

Reishus outlined MAR’s three pillars – NDC-enabled airline-created offers, dynamic pricing, and order management, while emphasizing the need for a unified, seamless customer journey. She also noted that dynamic pricing is already becoming standard among major global carriers, providing airlines with greater flexibility to respond swiftly to market conditions with more nuanced pricing strategies. Although technology requires investment, widening adoption, and diminishing costs, it will soon be a mainstream revenue tool. 

Consolidating records, back-end reporting, and payments significantly streamlines booking servicing, particularly during disruptions. Technology company Hitit has highlighted that the shift toward modern retailing represents as much as US$40 billion in annual value for the industry.