Datalex developed its Stellex Offer Shopping & Pricing Engine to cater to China’s unique market needs, providing tangible value to airlines across the region. Optimising the calculation and delivery of accurate domestic and international fares, through IATA and ATPCO fare rules, Chinese airlines are empowered to offer transparent, competitively priced flights and fare combinations across its channels – enhancing the booking experience and driving higher conversion rates.

As part of the Air China Group, it is important to Air Macau to be able to seamlessly sell other subsidiaries’ flights through its own direct channels and combine them with its own services to create connecting itineraries. This results in a smoother booking and travel experience for the customer and expanded international reach through offering a wider range of destinations.

Mr. Wang Qing, General Manager of E-Commerce at Air Macau, stated: “The successful activation of the Stellex Offer Shopping & Pricing Engine is a key milestone in Air Macau’s retail transformation journey. The solution provides us with greater control and agility, enabling us to provide our customers with a wider range of fares and offers, at speed, while also supporting revenue uplift across our digital channels.”

Jonathan Rockett, CEO of Datalex, emphasised: “We are proud to support Air Macau on its journey towards Modern Airline Retailing. The Stellex Offer Shopping & Pricing Engine enables the airline to introduce new fare products quickly, unlock additional revenue opportunities, and improve operational efficiency through advanced technology. Our China-specific shopping and pricing capabilities further demonstrate Datalex’s long-term commitment to supporting airlines across the region with solutions tailored to the unique needs of the Chinese market.”

The Challenge

Like many airlines across the globe, Air Transat faced the complexity of managing payments across multiple markets, currencies, and payment methods. Combined with the need to integrate with numerous PSPs, typically at high costs, created a significant challenge.

Legacy technology tends to lack the flexibility to quickly onboard new providers, leading to lengthy delivery cycles driving up costs. Additionally, Air Transat experienced limited retry capabilities for failed transactions, restricted visibility of controls and analytics, and a need to support local payment preferences while simultaneously maintaining robust fraud controls.

Solution & Results

To tackle these challenges, Air Transat implemented DLX Pay for greater control over its payment processes which improved conversion rates, reduced costs, system stability and provided valuable insights through advanced reporting. DLX Pay proved its scalability from the outset, processing over US$400 million in the first 3 months.

Dynamic Retries Capturing Lost Revenue

DLX Pay introduced intelligent retry capabilities that were previously unavailable to Air Transat. Over the last three months, this functionality has automatically recovered 6.6% of declined sales by intelligently retrying soft declines from one PSP to be retried with an alternative. This capability works to prevent Air Transat from losing revenue due to failed transactions.

No Code Configuration

With DLX Pay’s configurator and insights dashboard, Air Transat can identify suspected fraudulent activity and optimise fraud prevention and authentication through rule-based flows that trigger appropriate countermeasures. Air Transat can make changes in production via the self-service configuration portal without code changes.

Rapid Onboarding of new PSPs for Faster Time to Market

With 50+ PSPs already available, DLX Pay drastically accelerates the onboarding of new payment methods and integrations. What previously took months now takes a matter of weeks, meaning reduced complexity and cost and the ability to confidently engage with new and innovative payment methods. The rapid onboarding of new PSPs was proven at launch when DLX Pay was activated and, at the same time, the platform seamlessly added a new PSP in the background, which went live alongside DLX Pay.

More Actionable Insights, More Readily Available

Access to real-time insights in the DLX Pay Configurator, DLX Pay’s dedicated no-code dashboard, offers a consolidated view of payment performance across providers and markets. This enhanced visibility has shifted Air Transat’s approach to managing payments from a reactive function to a proactive, data-driven strategy leading to continuous optimisation and informed decision-making.

Additionally, Air Transat can use the DLX Pay Configurator to implement new payment routing rules or adjust existing ones without any development resources. Through the insight portal, Air Transat can easily identify fraudulent transactions and associated amounts. Likewise, the dashboard delivers data and analytics that are not available from PSPs alone, enabling deeper analysis and more effective troubleshooting.

Future Capabilities & Roadmap

Building on the initial success, Air Transat and Datalex have a strong roadmap in place for the coming 12 months. Key areas of focus which can be achieved with minimal investment include adding future Forms of Payments and exploring new Payment Connectors, evolving the usage of Dynamic Routing to further optimise costs, driving down fraud levels using Dynamic Routing driven by insights, and exploring Network Tokens to improve authorisation rates.

Activating DLX Pay has transformed Air Transat’s payment operations, driven improved performance and restored control of its payment ecosystem, all while reducing complexities and operational costs. With enhanced visibility, intelligent retry and routing capabilities, and the ability to rapidly onboard new PSPs, Air Transat is positioned to flexibly and continuously respond to evolving customer and market demands. The scalability and future-focus of DLX Pay means Air Transat can continue to deliver a seamless and secure customer experience while being at the forefront of payment innovations.

Jonathan Rockett, Datalex CEO, commented: “We developed DLX Pay to address the challenges that airlines face on a day-to-day basis when it comes to payments. Seeing the immediate results achieved by Air Transat after go-live – from revenue recovered from successful retries to rapid scalability – demonstrates the power of an airline-specific payment orchestration platform to drive growth. DLX Pay empowers Air Transat with the control, agility, and insights required to elevate the customer experience and adapt quickly to market changes.”

The End of Default Bundles

Many airlines still rely on static Fare Families and Fare Brands as the foundation of their bundling strategies. While these branded fares represent progress from fare filing, they are still largely built on static fare classes. In reality, they are predefined, fare-led packages with limited flexibility – focused primarily on differentiating the fare rather than dynamically constructing the most relevant bundle for each customer. These aren’t truly dynamic bundles; they are structured, default packages that change infrequently and cannot easily respond to real-time or customer preferences. While Fare Families and Fare Brands haven’t harmed airlines, they haven’t optimised revenue either. Legacy systems create “bundle tunnel vision”, locking airlines into processes where fare structures dictate how offers are constructed, resulting in generic, unpersonalised bundles that miss significant revenue opportunity.

Stretching the Offer – Instantly

Stellex Air Bundles enables airlines to stretch the offer beyond the initial static Fare Family or Fare Brand, transforming it into a complete, customer-ready package at the moment of search. Rather than forcing customers to build their own travel experience, airlines can deliver what customers need, when they need it.

With Stellex Air Bundles, airlines can seamlessly combine air fares with ancillary products, create unlimited bundle configurations, apply opaque pricing strategies, configure discount rules, and dynamically price and personalise offers in real time. Crucially, all products are serviced within a single order, simplifying operations and enhancing the post-booking experience. This is not bundling as airlines have traditionally known it – this is true Modern Airline Retailing.

Innovation Built In

Stellex Air Bundles provide powerful, out-of-the-box capabilities purposefully built for Modern Airline Retailing – enabling airlines to create dynamic, high-performing offers at scale. Key innovative functionality includes:

Real-Time Swap of Out-Of-Stock Ancillaries: Automatically replaces out-of-stock ancillaries within a bundle in real-time – ensuring the offer remains complete, relevant, and bookable.

Upgradable Ancillaries within Bundles: Empowers airlines to configure upgradable products within bundles – giving customers the flexibility to enhance their purchase while driving higher ancillary revenue and upsell opportunities.

Priority & Recommendation Control: Gives airlines control over how bundles are ranked and recommended.

Third-Party Offer & Pricing Support: Seamlessly incorporates partner products and services into bundles with flexible pricing logic.

Stock Keeper Capability: Provides real-time inventory management and availability controls to prevent oversell and maximise revenue optimisation.

Other key functionality includes bundle discount management, and high-performance architecture proven at extremely high volumes. All these capabilities ensure that offers are returned at speed across both direct and indirect channels – without compromising relevance and flexibility.

Speed, relevance, and servicing matters when it comes to bundling – and Stellex Air Bundles delivers all three.

Speed to Market. Control In-House

One of the biggest challenges airlines face is not just technology limitations — but the lack of flexible in-house tools to respond to market changes quickly. With Stellex Air Bundles, airlines gain access to powerful and intuitive configuration tools that put them in control. The Digital Configurator serves as the configuration interface for the Product Catalogue, enabling business users to define products, pricing, bundle logic, eligibility rules, and discounts with speed and precision. The Product Catalogue itself provides the structure foundation for managing and merchandising products and ancillary content. Meanwhile, Stock Keeper operates to provide real-time inventory and availability management to ensure bundles reflect accurate stock levels.

Together, these tools give airlines full control over bundle creation, product and inventory management, pricing, and eligibility rules. This means airlines can create and modify bundles instantly, adjust eligibility and pricing rules, launch offers to market in real time, and react dynamically to demand, stock levels, and customer behaviour. Air bundle creation becomes easy to use and deploy new offers and bundles.

From Generic to Personalised & Enhanced Customer Experiences

True dynamic bundling allows airlines to move beyond one-size-fits-all packages and embrace fully contextualised offers. Both the bundle types and their contents are fully dynamic and created in real-time. Instead of promoting generic bundles dictated by fare filing systems, with Stellex Air Bundles airlines can create targeted, data-driven offers for specific customer cohorts – resulting in more intuitive and seamless booking experience, where customers are presented with relevant options that match their needs from the very first interaction. When the bundle aligns with customer intent, decision-making becomes easier, confidence increases, and friction is reduced. The outcome is higher conversion, increased revenue per passenger, stronger satisfaction, and deeper long-term loyalty.

The future of modern airline retailing is here. To stay competitive, airlines must move beyond legacy constraints and deliver the most relevant, complete, and valuable offers from the very first customer interaction. Stellex Air Bundles makes this possible — and is already live in production today, delivering measurable results.

Reach out to the Datalex Team today to find out more about Stellex Air Bundles.

About Datalex

Datalex is a market leader in airline ecommerce solutions. Datalex’s Stellex product suite, launched in 2024, gives airlines the tools they need to drive revenue and profit as digital retailers. Datalex has a strong track record working with some of the most innovative airline brands worldwide. The Group is headquartered in Dublin, Ireland, and maintains offices across Europe, the Americas, and Asia. Learn more at www.datalex.com

About easyJet

easyJet is one of Europe’s largest airlines offering a unique and winning combination of the best route network connecting Europe’s primary airports with great value fares and friendly service. easyJet flies on more of Europe’s most popular routes than any other airline and carried more than 100 million passengers in 2024. The airline has over 350 aircraft flying on over 1000 routes to more than 160 airports across 35 countries.

Innovation is in easyJet’s DNA – since launching over 30 years ago, easyJet changed the way people fly to the present day where the airline leads the industry in digital and operational innovations to make travel more easy and affordable for its passengers.

DLX Pay Launch

In 2025, we successfully launched our cutting-edge payment platform, DLX Pay, which is designed to connect airlines with an ecosystem of payment providers – enabling airlines to benefit from greater control over its payment processes, improve conversion rates, reduce costs, and ultimately improve the customer experience. We also announced Air Transat as our first airline partner to sign on and go live with the solution.

Stellex

In 2025, Stellex evolved by bringing iterative product enhancements and new, advanced capabilities, (such as dynamic bundling, payment orchestration, Digital Configurator enhancements, and elevated ancillary merchandising) all of which strengthen Stellex’s readiness to support an airline’s transition to Offers & Orders. Learn more here.

Datalex Turns 40

On 24 October 2025, Datalex celebrated 40 years in business. Since 1985, we have remained at the heart of airline technology and innovation – from ticketing to Offer & Order Management and Modern Airline Retailing, we’ve continuously been at the forefront of airline technology. Our mission has always remained simple: to make retailing smarter and more seamless for airlines and passengers worldwide.

Air China Renewal

In November 2025, Air China renewed its partnership with Datalex for an additional three years. Air China has partnered with Datalex since 2010 and the long-standing partnership is a testament to the strength of the relationship and shared commitment to advancing the airline’s digital retail capabilities in pursuit of a modern, legacy-free future of Modern Airline Retailing.

New Partnerships

We announced strategic partnerships with leading technology providers and vendors to scale our platform and deliver true modularity and flexibility for airline partners – including partnerships with CAVU, Gr4vy and Ink Innovation. To learn more about our strategic partnerships, visit here.

Industry Innovation

Datalex successfully participated in a Proof of Concept (PoC) with Ink Innovation and PROS, an initiative ran by IATA and the Consortium of Modern Airline Retailing (MAR) airlines. Together, we showcased the critical role of modularity in airline retail and successfully demonstrated that a legacy-free MAR ecosystem is feasible and effective. Learn more here.

Industry Presence

In 2025, we sponsored many key industry events such as T2RL Engage, IATA’s World Passenger Symposium event, World Aviation Festival, and FTE EMEA. During these events, Datalex had the opportunity to join other industry leaders on stage to discuss the future of airline retail and provide insight into how our Stellex and Stellex + solutions can give airlines the control and flexibility needed for the future of Modern Airline Retailing.

As we look ahead to 2026, we’re excited about what’s to come — from customer activations and product innovations to new and expanded Proofs of Concept with technology partners and continued engagement at industry events worldwide.

Here’s to an exciting year ahead! Stay tuned for more updates.

Stellex Offer Management

The Stellex Offer Management System was enhanced with an array of capabilities that reduces reliance on legacy technology and gives greater control to airlines, through the Digital Configurator, to create richer, more dynamic offers for their customers.

Key Capabilities of 2025

Rollout of Air Bundles which allows for unlimited bundling configurations to create tailored offers for any number of passenger types, taking eligibility and pricing into account.

Elevated ancillary merchandising capabilities to further personalise booking experiences helping increase conversion and driving higher revenue.

Enhanced ancillary price adjustment controls for pricing optimisation.

Addition of loyalty entitlement controls within air bundles, meaning airlines can recognise and reward their loyal customers when purchasing bundled offers.

New non-air ancillary products, such as airport fast-track through our new strategic partnership with CAVU, which can be offered seamlessly to customers in-flow adding a new revenue stream.

Introduction of “Book Now, Pay Later” capability.

Unlocking valuable functionality through NDC channels for an improved customer experience, such as displaying real-time ancillary availability, displaying baggage allowances in the shopping flow, enabling transparent fare comparisons for customers and offering air bundles.

Advances in pricing technology to unlock additional fare types and associated benefits through NDC channels.

Stellex Order Management

This year saw expansion of our Stellex Order Management System capabilities to strengthen how airlines create, fulfil, service, and synchronise orders throughout the booking cycle. Stellex is designed to be the single source of truth in the future of Modern Airline Retailing.

Key Capabilities of 2025

Create and fulfilment of air and ancillary bundles was implemented all leading to a frictionless booking experience.

DLX Pay was launched, enabling airlines to streamline payment orchestration and connect to an ecosystem of payment providers

Improvements to self-service capabilities for customers managing their bookings, including through NDC channels

Automatic application of continuous pricing in order creation and modification was rolled out providing continuity for customers and a seamless experience.

IATA PoC

Beyond ongoing Stellex enhancements and activations, Datalex was invited by IATA and the Consortium of Modern Airline Retailing (MAR) airlines to collaborate on a Proof of Concept showcasing Modern Airline Retailing and multi-vendor interoperability.

Leveraging Stellex Offer and Stellex Order, Datalex worked alongside PROS and Ink Innovation to bring the PoC to life. The solution was showcased at the IATA Demo Day in Geneva and at IATA’s World Passenger Symposium (WPS) in Istanbul, illustrating how airlines can move beyond legacy technologies and processes to adopt a MAR model.

Stellex +

2025 saw the launch of Stellex+, a suite of standalone products designed to discretely unlock targeted value. With Stellex+, we are driving innovation and creating meaningful, long-term impact – enabling airlines to maximise their revenue and enhance the customer experience.

Key Capabilities of 2025

DLX Pay, Datalex’s cutting-edge payment platform, was launched this year and is live with our valued partner, Air Transat.

• The implementation of payment retries enables Airlines to authorise previously declined payments.
• Dynamic routing of payments ensures the highest level of success for payments, increasing conversion and revenue.
• Self-serve UI give our customer control to manage rules, monitor reports and actively make changes to meet KPI’s.

Pricing AI, our intelligent AI-powered pricing solution, was revamped, leveraging the latest developments in machine learning, to continue to intelligently price airfare without legacy constraints to drive revenue uplift of 2-7% and improved load factor.

• Control remains with our customers where they can manage their Pricing AI using our intuitive UI, where they can manage exclusion dates, load factor, routes and more.
• Bring Your Own Science (BYOS) enables airlines to seamlessly plug in their own pricing models – with orchestration, A/B testing, and analytics – into Datalex’s Pricing AI platform.
• Comprehensive reporting, including performance dashboards, filtering and data extraction feeds are available for the revenue teams to monitor, report on and optimise success in-line with their goals.

To explore how our Offer & Order expertise can support your airline’s goals, reach out to the Datalex team via the form below.

The PoC

Within the PoC, which covered the full end-to-end customer journey, Datalex and PROS integrated their respective Offer Management Systems, each contributing distinct capabilities. For this example, Datalex leveraged its merchandising, product catalogue management, and dynamic pricing capabilities, while PROS led the flight offer domain through its air offer, stock keeper and dynamic pricing for air.

Both Offer Management Systems seamlessly connected to Datalex’s Stellex Order Management System, leveraging order create, servicing, status update, and payment (DLX Pay) capabilities, which in turn connected to Ink Innovation’s Service Delivery platform for deliver management and baggage acceptance and processing.

With this multi-vendor PoC, Datalex, PROS and Ink Innovation demonstrated that their solutions are well prepared to operate in a modular, legacy-free MAR ecosystem that seamlessly integrates modules from multiple vendors. From a production readiness perspective, all services and capabilities in the PoC are either live in production today or fully production ready. All capabilities powered by Datalex are already live with our airline partners worldwide.

Where industry standards existed, they were applied to ensure smooth integration, consistency and interoperability. In areas where standards do not yet exist, seamless integration was achieved through customisation efforts – proving that flexibility and collaboration can bridge the gaps.

Datalex, PROS, and Ink Innovation were awarded by IATA for their efforts and presented the PoC on stage at the IATA World Financial & Passenger Symposium event on 6^th November 2025 in Istanbul.

For more information, or to be part of future PoC’s, get in touch with us: