ITA Airways, Italy’s leading airline, announces a strategic partnership with Accelya, as part of its digital and commercial transformation initiated with the adoption of New Distribution Capability (NDC) technology.
Using Accelya-powered LHG NDC API technology, ITA Airways will be able to deliver dynamic, differentiated, customer-centric offerings directly to travel sellers, as well as target future technological improvements. This marks ITA Airways’ first NDC implementation in the retail sector and establishes a scalable model to ensure future growth, innovation and revenue generation.
Accelya is a global leader in airline technology and the largest enabler of NDC transactions worldwide. With ~50% of global NDC transactions (per T2RL) already flowing through its platform, Accelya provides proven scale, deep retail experience, and modern, open technology to help ITA deliver richer, more customer-centric shopping experiences across all channels.
“Our digital transformation must be a tool to ensure the best possible experience for the Customer, who is and remains at the heart of our strategy”, said Emiliana Limosani, Chief Commercial, Network and Incentive Management Officer of ITA Airways. “Our agreement with Accelya will allow us to offer increasingly personalized content to travel agencies and tour operators, serve our customers more effectively, and align with Lufthansa Group’s digital distribution strategy, gaining greater control over our retail and distribution network.”
Once live, the partnership will enable travel agencies, online travel agencies, tour operators, and travel management companies to access ITA Airways’ customized offerings, including ancillary services. This increased retail sales capacity will ensure higher conversion rates, improved merchandising, and a more consistent brand experience across all channels.
Sam Gilliland, CEO of Accelya, added: “We are proud to support ITA Airways in this milestone, as it takes a critical step towards modern airline retailing. With nearly 50% of global NDC transactions flowing through our platform and extensive experience supporting major airline groups, Accelya provides a proven, low-risk path for airlines like ITA to modernize distribution while firmly maintaining control of their business strategy. This agreement creates a strong platform for future offer and order innovation and supports the Lufthansa Group’s broader retail transformation journey”.
Frank Naeve, Senior Vice President, Global Markets and Stations at Lufthansa Group, commented: “ITA Airways’ adoption of Accelya’s NDC API is a key step in our Group strategy to modernize distribution and retailing. Integrating ITA into the Lufthansa Group’s NDC infrastructure ensures a unified, scalable approach across all airlines. As a trusted long-standing partner, Accelya continues to support our NDC transformation, enabling greater control, flexibility, and innovation in how we serve our customers. We are allowed to see ITA fully aligned with our vision for the future of airline retailing”.
