Addis Ababa, 26 November 2025 — Ethiopian Airlines, Africa’s leading aviation group, has adopted Accelya’s FLX Select, a rapid-to-deploy New Distribution Capability (NDC) service, as part of its strategy to modernise travel retailing. The move aims to unlock new revenue streams, reduce distribution costs, and provide passengers with an improved, personalised shopping experience.

NDC enables travel sellers and passengers to access richer, more relevant offers, including ancillary and bundled services. By implementing FLX Select, Ethiopian Airlines strengthens its retailing capabilities and expands distribution options amid growing travel demand.

“NDC adoption is a practical step toward the future of Offer and Order retailing,” said Sam Gilliland, CEO at Accelya. “As Africa’s largest airline brand, Ethiopian Airlines’ approach shows how airlines can make progress without disruption – modernising at their own pace with open, modular technology that keeps them in control.”

Rahel Assefa, Group Vice President Marketing at Ethiopian Airlines, added: “Our adoption of FLX Select marks a pivotal step in delivering a more personalised global travel experience and reinforcing our mission as the airline of choice for customers worldwide. This partnership redefines our retail strategy and underscores our commitment to innovation and customer-centricity.”

FLX Select is part of Accelya’s FLX ONE platform, powered by Amazon Web Services (AWS). Through a Strategic Collaboration Agreement with AWS, Accelya accelerates the delivery of scalable, secure cloud solutions, enabling airlines to manage Offer, Order, Settle, and Deliver processes via an open, modular architecture. Independent research firm T2RL reports that Accelya powers nearly 50 percent of global NDC transactions, helping airlines modernise retailing while maintaining full control over product creation, sales, and service.