Sam Gilliland, CEO of Accelya, brings a wealth of experience to the airline technology sector, having spent over two decades at Sabre, culminating in a ten-year tenure as CEO. After leaving Sabre in 2013, Gilliland explored private equity and fintech before joining Accelya, an airline technology specialist owned by Vista Equity Partners. His diverse background has provided valuable insights into how technology drives innovation across different industries.
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NDC, ONE Order, and the Evolution of Airline Distribution
In an interview with PhocusWire, Gilliland discussed the evolving travel landscape and Accelya’s role in driving change. He noted that while incumbent technology providers remain firmly entrenched with airlines, new distribution capability (NDC) is gaining momentum, driven by evolving consumer expectations and the desire for better experiences.
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Gilliland emphasized the significance of NDC adoption, stating that Accelya processed over 50% of all NDC bookings in 2022 and handles 85% of indirect bookings. This highlights Accelya’s success in working with key players like online travel agencies (OTAs), travel management companies (TMCs), and global distribution systems (GDSs).
However, he also acknowledged the challenges in driving change within a complex ecosystem reliant on legacy technology. While OTAs have readily adopted NDC, GDSs and TMCs have been slower to adapt, hindering innovation. Gilliland anticipates broader adoption in the corporate market within the next 12 to 18 months, driven by airlines pushing the boundaries with fares and bundles offered through NDC.
From Tickets to Orders: Reimagining the Travel Experience
Looking ahead, Gilliland sees NDC as a key component of ONE Order and the future of travel retailing. Accelya is already processing NDC bookings in the IATA order format and is actively involved in discussions with major airlines about implementing order accounting. This transition represents a significant shift away from traditional ticket-based systems toward an order-based model, mirroring the seamless experience offered by companies like Amazon.com.
Gilliland highlighted Accelya’s ability to generate 15 billion offers daily for airline customers, incorporating dynamic and continuous pricing. These offers flow into NDC orders, enabling airlines to upsell seats, baggage, lounge passes, and upgrades, enhancing revenue generation and customer choice. Accelya leverages AI and machine learning to personalize offers based on customer preferences and willingness to pay.
The Future of Airline Retailing
Gilliland envisions a future where airlines have greater control over offers and the retail experience. While acknowledging the constraints of legacy systems and contractual obligations, he believes ONE Order will become the industry standard. This shift will empower airlines to optimize their product offerings, reduce costs, and enhance the overall traveler experience. Gilliland believes the key to success lies in embracing new technologies, fostering innovation, and prioritizing the customer experience. He expressed pride in Accelya’s team and their dedication to providing exceptional service while encouraging them to be bolder in showcasing their achievements.
Gilliland’s insights provide valuable context for understanding the evolving dynamics of airline distribution. His vision for the future of airline retailing, driven by NDC and ONE Order, promises greater flexibility for airlines and a more personalized experience for travelers.