The airline industry is undergoing a large-scale, radical transformation, driven by the principles in the Business Reference Architecture for Modern Airline Retailing (RP1786a). The shift from static fares, booking classes and limited number of ancillaries towards expanded revenue streams and customer-centric retailing practices with the power of big data is going to redefine how airlines design, manage and deliver their products. It will also simplify the complex structures of today, resulting in significant cost savings.

This strategic overhaul will certainly not happen overnight. Airlines will need to embrace well-structured transition plans to achieve 100% Offers and Orders, supported by capable partners and future-ready platforms. 

Hitit Oxygen: One Breath Ahead

Hitit, dedicated to driving the digital transformation of airlines for over three decades, has been working on this compelling topic that holds a prominent place on the airline technology agenda. As a result of these efforts, we launched Hitit Oxygen, showing that the airline of the future is just One Breath Ahead.

The mission we have set for Hitit Oxygen, unveiled with Pegasus Airlines at the IATA Offers and Orders Forum in June 2025, is to guide airlines through this modernization journey at their own pace, with confidence, regardless of their scale or business model. Oxygen is the largest scale Offers and Orders system currently in production mode, and a joint case study with Pegasus is available on hitit.com.

Take a Behind-the-Scenes Look

The transformation with Hitit Oxygen starts with the New Distribution Capability (NDC), enabling airlines to create personalized offers with rich content in real time. Hitit Oxygen supports dynamic pricing and integrates flights, ancillaries, and third-party services across all channels. These capabilities unlock immediate commercial benefits while laying the groundwork for long-term retailing success.

The Order Management System (OMS) takes the stage once an offer is accepted. It replaces legacy records like PNRs, E-tickets and EMDs with a unified Order ID. The Order is the star that streamlines the entire lifecycle, from booking to delivery and settlement, enhancing customer experience and operational efficiency. Hitit Oxygen ensures compatibility with legacy systems, allowing airlines to manage both channels in harmony during the transformation.

Hitit’s leadership in this field is recognized by the IATA Airline Retailing Maturity (ARM) Index, with the highest number of capabilities in shopping, payment, and order management as a global provider. Our solution suite is already serving over 70 airline partners across six continents, supporting more than 100 million passengers and facilitating over $8 billion in transactions annually.

Recognizing that each airline has unique needs, we offer tailored roadmaps to support their priorities. Network carriers may prefer phased integration to maintain operational and commercial commitments, while low-cost airlines can focus on rapid deployment for quick wins. Hitit Oxygen’s modular platform and strategic guidance enable airlines to implement features at their pace.

Modern Airline Retailing is the foundation of advanced, digital-first airline business. Airlines embracing this shift today are not just keeping pace, they are shaping the future of travel retailing for decades to come. We are proud to be powering this evolution