Airline Distribution Should No Longer Be A “Black Box”

Team DerbySoft

2 min read

At the World Aviation Festival 2025, a thought-provoking discussion between Siew Lee Tan, Head of Sales & Distribution at AirAsia, and Stéphane 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.

You can also watch his interview here.

Moderated by Stéphane Pingaud, the session titled “Beyond the Black Box – Reinventing Flight Distribution and Complete Transparency” shed light on the next phase of airline distribution, where technology, control of data, and openness are redefining how airlines connect with partners and customers alike.

“Distribution 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,” said Stéphane Pingaud, emphasizing DerbySoft’s vision of an open and intelligent flight distribution and data network.

For AirAsia, one of Asia’s largest low-cost carriers, the journey toward modernizing distribution has been deeply transformative. By adopting API-based connectivity, AirAsia has not only streamlined its systems but also improved its market share.

“A simple API change led to measurable growth,” explained Siew Lee Tan. “But more importantly, it gave us the flexibility to work with every partner globally, without losing control of our brand or customer data.”

The conversation also highlighted the recent partnership between AirAsia and DerbySoft, through which AirAsia Group became the first airline group to join DerbySoft’s Global Data Network (GDN) for Flights. This initiative represents a next-generation distribution model designed to move flight distribution from centralized systems to a decentralized, API-first network. In practice, it enables airlines’ direct connections with preferred partners, full control over distribution relationships, and richer traveler insights, reflecting the priorities Siew Lee emphasized during the discussion.

Siew Lee pointed out that airline distribution remains highly fragmented, and this complexity often hinders innovation. “If I could design the system from scratch,” she noted, “it would be simple — 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.”

Both speakers agreed that the future of distribution lies in airlines regaining control over how their data and pricing are presented.

“For airlines, data is king,” said Siew Lee. “You can’t build a strong sales and distribution strategy if you don’t know how your data is being handled by third parties.”

Stéphane Pingaud added that this philosophy aligns with DerbySoft’s GDN for Flights, enabling airlines to maintain transparency and consistency while expanding their reach through trusted technology partnerships.

Looking ahead, Siew Lee believes that artificial intelligence will play a crucial role in supporting API-driven distribution. AirAsia aims to build a complete travel ecosystem — potentially through a “super app” that integrates flights with other services — powered by smart technology and reliable partners.

“AI and APIs can do a lot,” she said. “But what really matters is how we use them to make the traveler’s experience seamless from start to finish.” Stéphane Pingaud concluded, “This conversation with AirAsia demonstrates what’s possible when airlines and tech providers work together toward a shared goal: transparency, flexibility and intelligence”.