en.Wedoany.com Reported - South African airline LIFT has become one of the first carriers to implement the Orchestrated Virtual Interlining (OVI) solution from airline growth platform GO7, calling for broader adoption across Africa's aviation industry as a new pathway for regional connectivity.
The integration, expected to go live within weeks, serves as an early validation of a new model for airlines to manage virtual interlining, aiming to bridge the experience gap between traditional interlining and virtual interlining partners. LIFT believes this move has broad implications for Africa, where many airlines rely on traditional interlining and codeshare agreements to sell services beyond their physical networks and optimize capacity utilization. The OVI solution will reduce time-to-market at a lower cost.
LIFT Chief Commercial Officer Cilliers Jordaan stated that true virtual interlining will open up distribution opportunities for the African aviation market. Orchestrated virtual interlining will enable LIFT to sell connecting travel, increase direct bookings, offer new markets to customers, and unlock market opportunities for existing and future partners. This is why LIFT is deepening its partnership with GO7 and why the company believes more African airlines should embrace this new era of airline-managed connectivity. GO7 CEO Adam Weiss added that low-cost carriers want the reach and flexibility of virtual interlining without handing over pricing, settlement, or customer relationships to third-party marketplaces. Since LIFT already operates GO7's AeroCRS Passenger Service System (AeroCRS PSS), it will be able to sell services beyond its physical network from within its own commercial system, supported by GO7's airline code and settlement infrastructure.
GO7 Chief Distribution Officer Peer Winter noted that OVI demonstrates a true model of airline-controlled connectivity: partners sell each other's networks, with full ancillary services attached to each segment. Disruption handling covers the entire journey, including baggage through-check, and the option for settlement via the International Air Transport Association (IATA) Clearing House (ICH) or Split Payment. This is what makes OVI unique.
Traditionally, virtual interlining has been dominated by third-party marketplaces, giving airlines limited control over the routes they offer, how ancillary services are sold, and the risks they assume. Orchestrated virtual interlining empowers airlines with rule-based control over virtual connections, enabling them to operate as the merchant of record. Originally built for the Value Alliance, this model brings virtual interlining closer to traditional interlining by adding features unavailable in existing virtual interlining products. These include a patent-protected baggage transfer solution, disruption protection with parametric cash payouts, optional settlement via the IATA Clearing House, and the ability to align ancillary services between airlines.
GO7 is an airline growth platform offering stackable solutions across core systems, distribution, digital commerce, payments, and data. As a certified airline operator with an IATA code and Air Operator Certificate (AOC), GO7 brings first-hand industry experience and is trusted by over 200 airlines. Its products include GDS sub-hosting, global ticketing, intermodal transport, and an Internet Booking Engine (IBE), designed to help airlines increase revenue and expand their reach.
