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Thursday, June 6, 2024 In the airline industry, the concept of ‘offer and order management’ has been a topic of significant discussion for several years. This was highlighted at the IATA World Financial & Passenger Symposium in Chicago late last year, where it became evident that the momentum behind offer/order management was increasing. However, many OTAs, tour operators, and retail travel agents are still largely unfamiliar with this concept.

So, what exactly is offer and order management? Essentially, it’s a modern technological approach to selling air travel products—and potentially other travel products like accommodation in the future—based on the principles of effective and contemporary retailing. Once implemented, it allows airlines to create and distribute personalized offers to travelers. Why is this important for distributors and sellers of airline products? As the industry faces increasing pressure to adopt offer/order management, we consulted B2B travel technology experts to explore how this shift will transform the travel landscape and what changes to expect.



Vibe, a provider of booking & reservation technology to online travel sellers, thinks that offer-order will allow new players to enter the travel space, perhaps through new retailing partnerships. “Travellers currently face a limited choice when booking air products, alongside a complex and time-consuming booking process that often takes place across multiple channels,” said Martin Eade. “Of.

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