As the Ethiopian Aviation Forum 2025 comes to an end, one of the standout presentations has come from OAG, a global leader in aviation data analytics. Achim Tyler, VP Commercial Airlines at OAG, laid out a compelling case for how airlines across Africa and globally can optimize revenue, pricing, and market positioning through the strategic use of airfare and travel demand data.
In his presentation titled “Unlocking and Optimizing Revenue with Airfare Data,” Tyler highlighted how airlines are navigating an increasingly complex pricing and distribution landscape. With fierce competition, rising operational costs, and shifting traveler behaviors, precision in pricing strategies has become not just important but essential for profitability.
The Pricing Challenge: Beyond Guesswork
Airlines today face a daunting task: striking the delicate balance between maximizing revenue and remaining competitive. According to OAG, success depends heavily on accurately predicting customer behavior, managing capacity against fluctuating demand, and dynamically adjusting to market shifts such as fuel price volatility, seasonal peaks, and regulatory changes.
This complexity is compounded by the evolving nature of airline distribution. Gone are the days when airlines relied solely on Global Distribution Systems (GDS). With the rise of New Distribution Capability (NDC) and direct sales channels, airlines now have unprecedented control over how their products are priced and presented — but also new challenges in managing those ecosystems.
Here, OAG’s solution is clear: data-driven decision-making.
How OAG Data Powers Airline Success
OAG offers a “unique blend” of supply, demand, and pricing data to airlines. Their datasets encompass everything from real-time seat availability, flight schedules, and emissions data, to in-depth airfare benchmarking across global markets.
One of the highlights is OAG’s Pricing Data Service, a treasure trove of 4 trillion historical airfares, updated with 4 billion new entries daily. Airlines can leverage this database to:
-
Benchmark against competitors
-
Predict price sensitivity on specific routes
-
Tailor promotions and ancillaries
-
Optimize yield management down to the cabin class level
In addition, the Pharos and Market Trends analytics tools offer powerful visualization capabilities, helping revenue management teams quickly spot opportunities, gaps, and pricing anomalies.
Importantly, OAG emphasizes flexibility: airlines can access data through multiple channels, including Snowflake APIs, cloud storage, and customized alerts ensuring seamless integration into their operational systems.
The ‘Give-to-Get’ Model: Building a Data Community
OAG’s unique “Give-to-Get” community model was also outlined. By sharing their direct sales data with OAG, airlines gain access to the industry’s highest-quality competitive airfare intelligence. This reciprocal model ensures transparency, broad coverage, and lower acquisition costs, a critical advantage for African carriers looking to operate lean and smart.
In an industry where accessing comprehensive, high-quality market data can often be cost-prohibitive, this collaborative model could level the playing field, particularly for emerging African airlines.
The Age of Continuous Pricing
Another fascinating insight from OAG is the emergence of continuous pricing. Rather than setting a few fixed price points per flight, airlines are now using dynamic algorithms to offer hundreds or even thousands of fare combinations — reacting in real time to customer behavior, competitor movements, and market demand.
Real-world examples from major airlines like United Airlines and Delta show that airfare prices can fluctuate hourly based on booking patterns and external variables. African airlines, often operating on thinner margins, must rapidly adopt similar strategies to compete both within Africa and on international routes.
As OAG rightly pointed out: “Continuous pricing is not the future , it’s happening.”
Implications for African Aviation
For Africa’s airlines, which face unique challenges such as high operational costs, limited regional connectivity, and intense international competition, the adoption of advanced data solutions like those offered by OAG could be transformative.
With passenger demand expected to surge over the next two decades, IATA projects Africa will be the fastest-growing aviation market and the carriers that invest in smart data-driven strategies today will be best positioned to capture the opportunities of tomorrow.
Furthermore, with major shifts such as the African Continental Free Trade Area (AfCFTA) and the Single African Air Transport Market (SAATM) gradually taking hold, competition will only intensify. Precision in pricing, marketing, and network planning will differentiate winners from losers.
The Ethiopian Aviation Forum has set the stage for high-level discussions on how African aviation can evolve, innovate, and lead. OAG’s presentation serves as a critical reminder: data is no longer just a support tool, it is central to airline survival and growth.
Comments are closed.