Travel technology company DerbySoft has launched a new distribution system called Global Data Network (GDN) for flights, also announcing AirAsia Group as its first customer.
The technology aims to move flight distribution to a decentralized, API-driven network, enabling direct connections between players including airlines, online travel agencies (OTAs), consolidators and travel management companies.
DerbySoft said the GDN for flights will give airlines more control of their inventory and open up content to travel sellers.
Jason Sui, divisional CEO of DerbySoft flight services, said up to now, distribution had really focused on full-service carriers who need distribution in markets outside their home countries. There has been less provision for low-cost carriers (LCCs).
He added LCCs want to diversify what they sell and the channels they use, with some, such as Ryanair, now working with OTAs. This created an opportunity for DerbySoft to provide a more flexible, lower-cost distribution model.
The company acquired B2B travel marketplace PKFare last year and launched a flight technology solution with Ryanair as its first partner in June.
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DerbySoft describes the GDN as a “next-generation” model because it moves away from a centralized model and is therefore less restricted by existing industry standards. Sui also said that the model enables participants to be suppliers or distributors or both.
“Our network isn’t just about connection, our advantage lies in combining a true network architecture with an intelligence layer,” he said.
“Any participant—airlines, OTAs, TMCs or consolidators—can connect directly, and as the network grows, it generates more data, enhancing its intelligence capabilities. This means each new participant adds value for everyone, creating a continuously expanding ecosystem that delivers significant benefits to all GDN members.”
The data element of the GDN comes in better access to passenger data for airlines, helping them to personalize and create offers. The platform also enables data exchange between participants.
“AirAsia has always been a first mover in using innovation to democratize travel, and distribution is a key enabler as we future proof our airline,” said Amanda Woo, AirAsia’s group CCO.
“This partnership with DerbySoft builds a smarter ecosystem that strengthens our direct channels, gives us deeper insights and empowers stronger partnerships across the value chain. More importantly, this approach positions us well for future growth into Central Asia, the Middle East and Europe. It also gives us the flexibility to personalize ancillaries, bundles and experiences—delivering more choice and value for our guests as we advance towards becoming the world’s first low-cost network carrier.”
Going forward, DerbySoft will bring artificial intelligence capabilities to the GDN, allowing airlines to help qualify travelers, make more relevant offers to them and increase conversion.