Hitit unveils “Hitit Oxygen”, its new and full-scale Modern Airline Retailing with Offers and Orders platform, enabling airlines to transform their business from the ground-up.
Developed and certified in line with IATA’s Modern Airline Retailing standards, Hitit Oxygen allows airlines to create and service native Offers and Orders – unlocking vast business opportunities through omnichannel distribution of rich travel content, personalized offers and dynamic pricing, amongst others.
Hitit Oxygen is currently live and on-track to process more than 12 million annual passengers by 2026/27, making it the largest live Modern Airline Retailing implementation as of today.
20.06.2025-Geneva - Hitit introduced its new solution for Modern Airline Retailing (MAR), “Hitit Oxygen”, at the IATA Offers and Orders Forum where travel technology providers and some of the world’s most prestigious airlines gathered to explore this transformation. Modern Airline Retailing with Offers and Orders ranks among the top priorities for the air travel industry – and is being actively championed by IATA as well as a consortium of the world’s largest airlines.
With a fundamental business and digital transformation project at its core, the MAR approach aims to offer airlines greater agility; better control over their products; data and revenue streams, and opportunities for cost savings and revenue growth. Replacing the traditional structure of PNRs, EMDs and tickets with modern and flexible data standards in Offers and Orders, MAR opens up new venues and richer content for airlines to offer – not just traditional air travel products and services, but also non-air and 3rd party services, as well as better personalization and a more seamless customer experience.
Native Offer and Order Management will replace traditional processes
Hitit Oxygen was developed by Hitit by leveraging its in-depth experience with mission-critical – yet agile – software solutions for the air travel industry, as well as the Modern Airline Retailing standards and guidelines set by IATA and the Airline Retailing Consortium (ARC).
Building upon Hitit’s long-standing NDC leadership in the IATA Airline Retailing Maturity Index (ARMI) rankings and close engagements with its Partner airlines, Hitit Oxygen was unveiled with a Day 1 launch strategy, having gone live via certain airline channels with native Offers and Orders. As of today, these channels process more than 12 million passengers annually via traditional ticket sales, and their ongoing migration positions Hitit Oxygen as the largest Modern Airline Retailing (MAR) system currently operating in the industry.
Continuous development of Hitit Oxygen, as well as its ongoing expansion into more Partner airlines and other channels, is expected to further reinforce its growth, and therefore deliver more value, efficiency and cost-savings to the air travel industry.
Speaking on the occasion, Nevra Onursal Karaağaç, CEO of Hitit, said: “Aviation is one of the most exciting yet demanding industries, shaped by strict regulations and narrow profit margins. When Hitit was founded 31 years ago to develop airline and travel technologies, our vision was to be at the heart of the digital transformation that both airlines and passengers would undergo. Over the years, we’ve brought many innovations to life, and with our flexible, forward-thinking technology, we’ve earned a significant position in the industry.
Our latest solution, Hitit Oxygen, is the result of a long-term R&D and business development process. As data-driven personalization converges with the capabilities of modern technology, airlines are entering a new era—one where they can offer highly personalized products; manage operations with greater digital agility; and achieve substantial cost savings. – With Hitit Oxygen, we’re committed to preparing airlines for this strategic transformation.”
Hitit Oxygen – Reshape your airline: Every channel. Every offer. Every order.
Nevra Onursal Karaağaç continued her remarks as follows: “We named our solution Hitit Oxygen because we aim to create space for airlines—and all stakeholders across the travel industry—to breathe freely as they stand at the brink of a major transformation.
Recognizing the urgency and scale of this shift, we have developed a solution that provides both clarity and support for airlines unsure of where – or how – to begin. Hitit Oxygen is designed to guide them through a strategic journey that requires thoughtful planning; adaptability, and strong collaboration. With Hitit Oxygen, we are here to help the industry breathe through change and thrive.”