Case Study: Leading Airline Company achieves increased direct bookings and ancillary revenue while reducing GDS fees with SITA’s E‑Commerce solution

Complete Booking System for Online Direct Sales

Leading Airline Company needed to grow direct online sales, give passengers 24x7 access to fares and ancillaries across international and domestic markets, and reduce costly GDS fees. To meet this challenge they turned to SITA and deployed SITA’s E-Commerce solution (part of the Horizon PSS) to provide an easy-to-use, branded booking engine with local language, currency and payment support.

SITA implemented a fully managed, 24/7 E‑Commerce platform with calendar shopping, graphical seat maps, ancillary and third‑party sales, and airline‑to‑agent booking to bypass GDS. The result: lower distribution fees, increased ancillary revenue and higher direct sales—supporting the industry trend of about 30% of bookings through airline websites—while SITA handles operations and SLAs to keep the service running reliably.