Accelya, a provider of airline technology solutions, has signed a multi-year agreement with Azerbaijan Airlines (AZAL), the country’s principal airline, to introduce NDC (New Distribution Capability) through FLX Select.
The agreement positions AZAL as one of the airlines helping set the direction for modern airline retailing in its region, taking a deliberate step to modernise how offers are created and distributed across indirect channels.
AZAL has selected FLX Select as a pragmatic way to rethink how its offers are brought to market, improving speed, consistency, and clarity at a time when customer expectations are rising, and airlines are under increasing pressure to deliver richer, real-time offers with tangible results.
FLX Select enables airlines to deploy NDC quickly and in a standardised way, removing legacy constraints that limit retailing flexibility and customer experience.
By connecting airlines to an established ecosystem of travel sellers and aggregators, the service provides immediate market reach and helps airlines realise commercial value from NDC faster.
By taking this approach, AZAL will deliver clearer, more personalised offers, improving how they are presented and sold across partner channels, while modernising distribution across its indirect ecosystem.
Jamil Manizade, CCO at Azerbaijan Airlines, said: “We see modern retailing as a journey that airlines must own.
“By selecting FLX Select, AZAL is taking control of how its offers are created and distributed, and helping set the pace for retailing transformation in the region. This is about moving forward without being constrained by legacy models.”
Andrew Wilcock, Chief Commercial Officer at Accelya, added: “Airlines don’t modernise retailing by talking about it. They do it by taking control of how their offers are created, distributed, and changed in real time. That’s the shift we’re seeing here.
“By moving beyond legacy distribution models, airlines like Azerbaijan Airlines are turning NDC into a practical, commercial capability rather than an experiment. This sets a clear benchmark for the region, and the next step is simple: make modern distribution the default, not the exception.”
