{"id":8592,"date":"2025-07-07T16:44:55","date_gmt":"2025-07-07T16:44:55","guid":{"rendered":"https:\/\/pros.com\/learn\/?p=8592"},"modified":"2026-02-23T21:23:56","modified_gmt":"2026-02-23T21:23:56","slug":"industry-perspective-offer-order-management-journey","status":"publish","type":"post","link":"https:\/\/pros.com\/learn\/blog\/industry-perspective-offer-order-management-journey\/","title":{"rendered":"Industry Perspective on the Offer and Order Management Journey"},"content":{"rendered":"
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The airline industry is transforming how it sells and distributes services, integrates retail systems, and engages travelers. A major focus of the modern retailing transformation is centered on modernizing toward an offer and order management<\/a> setup. Airlines are moving away from decades-old legacy Passenger Service Systems (PSS) and toward offer optimization, native order systems, personalized retailing, and AI-driven solutions.<\/p>\n

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This blog explores the current state of offer and order management in the airline industry, the strategic priorities for the next few years, key challenges, and how technology is enabling this transformation.<\/p>\n

Momentum Builds for Native Orders<\/h2>\n

Where Are Airlines Today?<\/h3>\n

The airline industry has seen significant progress in modernizing airline distribution systems with NDC and the customer experience. Leading airlines like Turkish Airlines<\/strong> are now actively working to implement Order Management as a system of record, which simplifies operations by replacing traditional PNRs (Passenger Name Records) and ticketing with a seamless, customer-centric order-based approach.<\/p>\n

This shift is no longer just a long-term vision; it\u2019s happening now. Industry bodies like IATA and IATA\u2019s Airline Retailing Consortium<\/a> are playing a crucial role in facilitating airlines\u2019 and technology providers\u2019 journey towards 100% Offers & Orders end-state. Their publication of extensive documentation and frameworks has been instrumental in demystifying offer and order transformation, enabling stakeholders across the industry to get on board.<\/p>\n

\u201cThe Airlines Retailing Consortium is a group of advanced airline adopters that works through IATA to accelerate the journey towards a legacy-free end state of 100% Offers & Orders. The Consortium was established around three years ago, and now it includes 17 airlines\/airline groups who are producing thought leadership on the way forward. While IT providers and other airline partners are not members, they are consulted and committed to supporting the transition. Everyone is welcome to download the Consortium publications<\/a>.\u201d
\n<\/strong><\/p>\n\n\n\n<\/colgroup>\n\n\n
\"Oleg<\/td>\n\n
Oleg Kit<\/strong>
\nSenior Manager Airline Retailing, IATA<\/div>\n
\"IATA<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
\u201cThe documentation that IATA created on behalf of the Airline Retailing Consortium is written very well and we are using it for each member on board to understand how we can proceed forward, especially with the procurement considerations.\u201d
\n<\/strong><\/p>\n\n\n\n<\/colgroup>\n\n\n
\"Lokman<\/td>\n\n
Lokman Ayas<\/strong>
\nOffer & Order Solutions Manager, Turkish Airlines<\/div>\n
\"Turkish<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Early Benefits for Adopters<\/h3>\n

Airlines that have committed to these transformations are reaping clear rewards:<\/p>\n