{"id":24683,"date":"2025-12-02T19:53:24","date_gmt":"2025-12-02T19:53:24","guid":{"rendered":"https:\/\/ds2024.onpressidium.com\/?post_type=resource&#038;p=24683"},"modified":"2025-12-02T19:53:28","modified_gmt":"2025-12-02T19:53:28","slug":"airline-distribution-should-no-longer-be-a-black-box","status":"publish","type":"resource","link":"https:\/\/ds2024.onpressidium.com\/resources\/blog\/airline-distribution-should-no-longer-be-a-black-box\/","title":{"rendered":"Airline Distribution Should No Longer Be A &#8220;Black Box&#8221;"},"content":{"rendered":"\n<section class=\"e-stn e-stn-1f7e201cf23918c3cf8c5f2f22801ebf807b9985 e-stn--blog-inner-banner\"><div class=\"container\">\n<div class=\"wp-block-b3rg-row e-row row\">\n<div class=\"wp-block-b3rg-column e-col e-col-a2f97cbad2d38d1ceeba6cbba29e5f003e9da92e  col-sm-12\"><div class=\"e-div-acf dark-theme\">\n    <div class=\"acf-innerblocks-container\">\n\n<div class=\"wp-block-b3rg-row e-row row e-row--blog-inner-top-row\">\n<div class=\"wp-block-b3rg-column e-col e-col-2f03dd3d327e3db9134a8f96be414ef61b618d2f e-col--blog-inner-top-column  col-sm-12\">\n<div class=\"e-div e-div-5e8482a695b5d5e5b7a0481e7740bc5f958e5b34 e-div--blog-inner-div\">\n<p>BLOG<\/p>\n\n\n<div class=\"wp-block-post-date\"><time datetime=\"2025-12-02T19:53:24+00:00\">December 2, 2025<\/time><\/div><\/div>\n\n\n<h1 class=\"wp-block-post-title\">Airline Distribution Should No Longer Be A &#8220;Black Box&#8221;<\/h1><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-b3rg-row e-row row e-row--blog-inner-bottom-row\">\n<div class=\"wp-block-b3rg-column e-col e-col-7404f7fdf82d14e226ef7e4e1f9f6b8e36ee9766 e-col--blog-inner-left-column  col-sm-12 col-lg-3\"><div class=\"e-mtf e-mtf--dlt  e-mtf--author-details\"><div class=\"post-author\"><div class=\"post-author__avatar\"><img decoding=\"async\" src=_-20.html alt=\"\"\/><\/div>                <div class=\"post-author__content\">\n                    <p class=\"post-author__name\">Team DerbySoft<\/p>\n                    <p class=\"post-author__designation\"><\/p>\n                <\/div><\/div><\/div>\n\n<div class=\"e-mtf e-mtf--dlt  e-mtf--post-reading-time\"><div class=\"post-reading-time\"><span class=\"reading-time__time\">2<\/span> <span class=\"post-reading-time__label postfix\">min read<\/span><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-b3rg-column e-col e-col-97ce715c9eb543ae2a04f9d0a6d1b06601d1f743 e-col--blog-inner-right-column  col-sm-12 col-lg-9\"><div class=\"e-img e-img--dlt e-img--mask-image\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"372\" height=\"440\" src=_-32.html alt=\"\" class=\"wp-image-2680\" srcset=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/08\/DS6.png 372w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/08\/DS6-254x300.png 254w\" sizes=\"auto, (max-width: 372px) 100vw, 372px\" \/><\/figure>\n<\/div>\n\n<figure class=\"wp-block-post-featured-image default-image\"><img decoding=\"async\"\n                    class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" src=_-62.html alt=\"Airline Distribution Should No Longer Be A &#8220;Black Box&#8221;\" \/><\/figure><\/div>\n<\/div>\n\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"e-stn e-stn-4abed62051fdbb37a59f9e2e1eb724483c59bc29 e-stn--inner-content e-stn--blog-content e-mt-0 e-pt-120  e-pt-sm-60 e-mb-0 e-pb-120 e-mb-sm-0 e-pb-sm-40\"><div class=\"container\">\n<div class=\"wp-block-b3rg-row e-row row\">\n<div class=\"wp-block-b3rg-column e-col e-col-202ebcfc2962c4197ca8bdf3cdba737abb72cf61 e-col--social-media  col-sm-12 col-lg-1\"><\/div>\n\n\n\n<div class=\"wp-block-b3rg-column e-col e-col-6cb6542762b5d240daaa8d31c77ec990487151c1 e-col--content-wrapper  col-sm-12 col-lg-9\">\n<div class=\"e-div e-div-3280e5120f0e2a0889a8a86722c65dd9fcada2f9 e-div--blog-inner-tags\"><\/div>\n\n\n\n<p>At the World Aviation Festival 2025, a thought-provoking discussion between\u00a0Siew Lee Tan, Head of Sales &amp; Distribution at AirAsia, and\u00a0St\u00e9phane Pingaud, Chief Commercial Officer, Flights at DerbySoft, explored how the low-cost carrier is reshaping its distribution strategy to create a more transparent, flexible, and data-driven ecosystem.<\/p>\n\n\n\n<p>You can also watch his interview <a href=watchc06e.html?v=039TkHXvcdA\%22 target=\"_blank\" rel=\"noreferrer noopener\">here.<\/a><\/p>\n\n\n\n<p>Moderated by St\u00e9phane Pingaud, the session titled\u00a0<em>\u201cBeyond the Black Box \u2013 Reinventing Flight Distribution and Complete Transparency\u201d<\/em>\u00a0shed light on the next phase of airline distribution, where\u00a0technology, control of data, and openness\u00a0are redefining how airlines connect with partners and customers alike.<\/p>\n\n\n\n<p>\u201cDistribution should no longer be a black box. Airlines need to know who their customers are, how their data is managed, and how value is being created across every connection,\u201d said\u00a0St\u00e9phane Pingaud, emphasizing DerbySoft\u2019s vision of an open and intelligent flight distribution and data network.<\/p>\n\n\n\n<p>For AirAsia, one of Asia\u2019s largest low-cost carriers, the journey toward modernizing distribution has been deeply transformative. By adopting\u00a0<a href=_-63.html>API-based connectivity<\/a>, AirAsia has not only streamlined its systems but also improved its market share.<\/p>\n\n\n\n<p>\u201cA simple API change led to measurable growth,\u201d explained\u00a0Siew Lee Tan. \u201cBut more importantly, it gave us the flexibility to work with every partner globally, without losing control of our brand or customer data.\u201d<\/p>\n\n\n\n<p>The conversation also highlighted the\u00a0recent partnership between AirAsia and DerbySoft, through which AirAsia Group became the first airline group to join\u00a0<a href=_-63.html>DerbySoft\u2019s Global Data Network (GDN) for Flights<\/a>. This initiative represents a\u00a0next-generation distribution model\u00a0designed to move flight distribution from centralized systems to a decentralized, API-first network. In practice, it enables airlines\u2019\u00a0direct connections with preferred partners, full control over distribution relationships, and richer traveler insights, reflecting the priorities Siew Lee emphasized during the discussion.<\/p>\n\n\n\n<p>Siew Lee pointed out that airline distribution remains highly fragmented, and this complexity often hinders innovation. \u201cIf I could design the system from scratch,\u201d she noted, \u201cit would be simple \u2014 one single, transparent layer of integration rather than multiple fragmented connections. Transparency is key, especially for low-cost carriers where ancillary revenues can represent around 20% of income.\u201d<\/p>\n\n\n\n<p>Both speakers agreed that the future of distribution lies in\u00a0airlines regaining control\u00a0over how their data and pricing are presented.<\/p>\n\n\n\n<p>\u201cFor airlines, data is king,\u201d said Siew Lee. \u201cYou can\u2019t build a strong sales and distribution strategy if you don\u2019t know how your data is being handled by third parties.\u201d<\/p>\n\n\n\n<p>St\u00e9phane Pingaud added that this philosophy aligns with DerbySoft\u2019s GDN for Flights, enabling airlines to\u00a0maintain transparency and consistency while expanding their reach through trusted technology partnerships.<\/p>\n\n\n\n<p>Looking ahead, Siew Lee believes that\u00a0artificial intelligence will play a crucial role\u00a0in supporting API-driven distribution. AirAsia aims to build a complete travel ecosystem \u2014 potentially through a \u201csuper app\u201d that integrates flights with other services \u2014 powered by smart technology and reliable partners.<\/p>\n\n\n\n<p>\u201cAI and APIs can do a lot,\u201d she said. \u201cBut what really matters is how we use them to make the traveler\u2019s experience seamless from start to finish.\u201d St\u00e9phane Pingaud concluded, \u201cThis conversation with AirAsia demonstrates what\u2019s possible when airlines and tech providers work together toward a shared goal: transparency, flexibility and intelligence\u201d.<\/p>\n\n\n\n<div class=\"e-div e-div-492c9c758b6f753de32d40151676ea78b0b56ae0 e-div--author-bio\">\n<div class=\"e-div e-div-f616c42e86dd35d09026406ecde3c4db52bde820 e-div--dlt e-div--middle-cta\"><style><\/style>\n<div class=\"e-div e-div-a6a7e07428e6bf65e8ea102c1329816062bfdf8e e-div--dlt e-div--content-wrapper\"><style>@media only screen and (max-width: 9999px) {\n\t\t\t\t\t\t\t\t\t.e-div.e-div-a6a7e07428e6bf65e8ea102c1329816062bfdf8e { \n\t\t\t\t\t\t\t\t\t\tbackground-color: #00131c; \n\t\t\t\t\t\t\t\t\t}\n\t\t\t\t\t\t\t\t}<\/style>\n<h3 class=\"wp-block-heading has-aqua-color has-text-color has-link-color wp-elements-6e717ed074e7f40e87f0500ce014c31b\"><strong>About the Author<\/strong><\/h3>\n\n\n\n<p class=\"has-pure-white-color has-text-color has-link-color wp-elements-c3eb2da84e8061affe1749c4d04aa26a\">St\u00e9phane Pingaud is the Chief Commercial Officer, Flights at DerbySoft.<\/p>\n\n\n<div class=\"e-btn e-btn--link-secondary\"><a class=\"e-btn__link\"href=\"https:\/\/ds2024.onpressidium.com\/about-derbysoft\/\" target=\"_self\">\n<p class=\"title has-pure-white-color has-text-color has-link-color wp-elements-c64b3ca2d42352030cfd2b4de059d70f\"><a href=\"https:\/\/www.linkedin.com\/in\/jason-sui-b9949566\/\">Learn More About Jason<\/a><\/p>\n<\/a><\/div><\/div>\n\n\n\n<div class=\"e-div e-div-1419920d52e93fa7522bd8dede367ba9a95d9aaa e-div--media-wrapper\"><style>@media only screen and (max-width: 9999px) {\n\t\t\t\t\t\t\t\t\t.e-div.e-div-1419920d52e93fa7522bd8dede367ba9a95d9aaa { \n\t\t\t\t\t\t\t\t\t\tbackground-color: #4E0091; \n\t\t\t\t\t\t\t\t\t}\n\t\t\t\t\t\t\t\t}<\/style><div class=\"e-img \">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"333\" height=\"333\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2025\/12\/Stephane-Pingaud.jpg\" alt=\"\" class=\"wp-image-24685\" style=\"aspect-ratio:1;object-fit:cover\" srcset=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2025\/12\/Stephane-Pingaud.jpg 333w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2025\/12\/Stephane-Pingaud-300x300.jpg 300w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2025\/12\/Stephane-Pingaud-150x150.jpg 150w\" sizes=\"auto, (max-width: 333px) 100vw, 333px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-b3rg-row e-row row\"><\/div>\n<\/div><\/section>\n\n\n\n<section class=\"e-stn e-stn-d3bcc7ffccb02102ed57de53f8877bf5efb50fb8 e-stn--blog-resource e-mt-0 e-pt-100 e-mt-sm-0 e-pt-sm-60\"><div class=\"container\">\n<div class=\"wp-block-b3rg-row e-row row\">\n<div class=\"wp-block-b3rg-column e-col e-col-a2f97cbad2d38d1ceeba6cbba29e5f003e9da92e  col-sm-12\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color has-link-color wp-elements-7b5671535a0fa26b5cae5f2734b8f48f\" style=\"color:#00131c\">You might also be interested in<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-b3rg-column e-col e-col-758d8bc9f5f321ea922cfee50408832d6b208f59 e-col--dlt e-col--resources-wrapper  col-sm-12\"><div class=\"e-rlp e-rlp--dlt\" > <div class=\"e-sgp taxonomy-pc-property-connector taxonomy-hotels taxonomy-hotels taxonomy-market-trends taxonomy-hotel-distribution taxonomy-streamline-connectivity taxonomy-blog taxonomy-hotel-distribution e-sgp--dlt\" > <a class=\"b3rg-post__trigger\" href='https:\/\/ds2024.onpressidium.com\/resources\/blog\/the-3-most-common-mistakes-in-hotel-distribution\/' target='_self'><div class=\"e-sgp__inner\">\n<div class=\"e-div e-div-df2799d2465fd179dcc1ff6e0963f2f9c467d279 e-sgp__media\"><figure class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1066\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/09\/The-3-Most-Common-Mistakes-in-Hotel-Distribution-Strategy-and-How-To-Fix-Them.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"The 3 Most Common Mistakes in Hotel Distribution Strategy and How To Fix Them\" style=\"object-fit:cover;\" srcset=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/09\/The-3-Most-Common-Mistakes-in-Hotel-Distribution-Strategy-and-How-To-Fix-Them.jpg 1600w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/09\/The-3-Most-Common-Mistakes-in-Hotel-Distribution-Strategy-and-How-To-Fix-Them-300x200.jpg 300w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/09\/The-3-Most-Common-Mistakes-in-Hotel-Distribution-Strategy-and-How-To-Fix-Them-1024x682.jpg 1024w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/09\/The-3-Most-Common-Mistakes-in-Hotel-Distribution-Strategy-and-How-To-Fix-Them-768x512.jpg 768w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/09\/The-3-Most-Common-Mistakes-in-Hotel-Distribution-Strategy-and-How-To-Fix-Them-1536x1023.jpg 1536w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2024\/09\/The-3-Most-Common-Mistakes-in-Hotel-Distribution-Strategy-and-How-To-Fix-Them-575x383.jpg 575w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure><\/div>\n\n<div class=\"e-div e-div-24f3ae78cc0d376d330e48ed4fdc7ede84c02f5a e-sgp__content\"><div 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https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2025\/08\/Beyond-the-GDS-575x373.jpg 575w\" sizes=\"auto, (max-width: 1271px) 100vw, 1271px\" \/><\/figure><\/div>\n\n<div class=\"e-div e-div-24f3ae78cc0d376d330e48ed4fdc7ede84c02f5a e-sgp__content\"><div class=\"wp-block-post-date\"><time datetime=\"2025-08-25T17:10:14+00:00\">Aug 25, 2025<\/time><\/div>\n\n<h3 class=\"wp-block-post-title\">Beyond the GDS: The Next Phase of Hotel Distribution Will Be Won on Multi-Sourcing Strategy<\/h3>\n\n<div class=\"e-mtf e-mtf--dlt  e-mtf--author-details\"><div class=\"post-author\">                <div class=\"post-author__content\">\n                    <p class=\"post-author__name\">Duane Overgaard<\/p>\n                    <p class=\"post-author__designation\"><\/p>\n                <\/div><\/div><\/div>\n\n<div class=\"e-mtf e-mtf--dlt  e-mtf--learn-more-label\"><span class=\"btn\">Learn More<\/span><\/div><\/div>\n<\/div><\/a><\/div><div class=\"e-sgp taxonomy-streamline-connectivity taxonomy-online-travel-agencies taxonomy-wholesalers taxonomy-hotels taxonomy-market-trends taxonomy-hotel-distribution taxonomy-content taxonomy-blog taxonomy-hotel-technology taxonomy-market-trends e-sgp--dlt\" > <a class=\"b3rg-post__trigger\" href='https:\/\/ds2024.onpressidium.com\/resources\/blog\/the-travel-industrys-most-read-derbysoft-stories-of-2025\/' target='_self'><div class=\"e-sgp__inner\">\n<div class=\"e-div e-div-df2799d2465fd179dcc1ff6e0963f2f9c467d279 e-sgp__media\"><figure class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1271\" height=\"825\" src=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2026\/01\/Best-Read-2026.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2026\/01\/Best-Read-2026.jpg 1271w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2026\/01\/Best-Read-2026-300x195.jpg 300w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2026\/01\/Best-Read-2026-1024x665.jpg 1024w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2026\/01\/Best-Read-2026-768x499.jpg 768w, https:\/\/ds2024.onpressidium.com\/wp-content\/uploads\/2026\/01\/Best-Read-2026-575x373.jpg 575w\" sizes=\"auto, (max-width: 1271px) 100vw, 1271px\" \/><\/figure><\/div>\n\n<div class=\"e-div e-div-24f3ae78cc0d376d330e48ed4fdc7ede84c02f5a e-sgp__content\"><h2 class=\"wp-block-post-title\">The Travel Industry\u2019s Most-Read DerbySoft Stories of 2025<\/h2>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-01-15T16:26:09+00:00\">January 15, 2026<\/time><\/div>\n\n<div class=\"e-mtf e-mtf--dlt  e-mtf--learn-more-label\"><span class=\"btn\">Learn More<\/span><\/div><\/div>\n<\/div><\/a><\/div><\/div><\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"e-stn e-stn-7ac33a6653a6d8752a001eeec200220aaf8da288 e-stn--cta-with-form e-mt-100\"><div class=\"container\">\n<div class=\"wp-block-b3rg-row e-row row\">\n<div class=\"wp-block-b3rg-column e-col e-col-8f8a4ceee2115af860397f7c2ffb03093a4ac753  col-sm-12 col-lg-4\">\n<h2 class=\"wp-block-heading has-aqua-color has-text-color has-link-color wp-elements-cf958c0b92e54d9f2203ee43572a750d\">Interested in<br>Learning More?<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-b3rg-column e-col e-col-c8ad6e88c66a94dbc8035fa6291dc7cf8907e559  col-sm-12 col-lg-6\">\n<p class=\"has-pure-white-color has-text-color has-link-color wp-elements-4979ddac60c4f2bab5781db83133b214\">Subscribe today to stay informed and get<br>regular updates from DerbySoft<\/p>\n\n\n\n<div class=\"e-div e-div-6c01e3007850b8862667c860eaa147b484e2e046 e-div--forms-common\"><script charset=\"utf-8\" type=\"text\/javascript\" src=\"https:\/\/js.hsforms.net\/forms\/shell.js\"><\/script>\n<div class=\"e-emf e-emf--dlt 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