Ethiopian Airlines has adopted Accelya’s FLX Select platform as part of a wider shift towards modern retailing and new distribution technology, aiming to broaden sales channels and reduce the cost of distributing tickets.

The carrier said the move will support efforts to diversify revenue streams by giving travel sellers access to richer airfare content, personalised offers and bundled services through New Distribution Capability, a standard developed by the International Air Transport Association. The service is designed to give airlines more control over how fares and ancillary products are created and sold.

Accelya, a software provider working with more than two hundred airlines, said its system allows carriers to modernise sales processes without overhauling existing operations. Sam Gilliland, the company’s chief executive, said the platform enables airlines to move towards offer and order management at their own pace.

Ethiopian Airlines said the adoption of FLX Select will help improve the shopping experience across global markets and support its long-term retail strategy. Rahel Assefa, the airline’s group vice president for marketing, said the partnership forms part of efforts to personalise services and strengthen the brand’s position in international markets.

FLX Select is built on Accelya’s FLX ONE platform, which runs on Amazon Web Services under a strategic collaboration agreement. The platform allows airlines to manage offer creation, order fulfilment, settlement and delivery through an open architecture. Research firm T2RL estimates that Accelya systems handle nearly half of global NDC transactions.

Accelya processes more than 30 billion daily shopping requests and settles more than 100 billion US dollars in transactions annually, according to company information. The firm has operated for four decades and employs about two thousand five hundred staff across ten offices.