Hitit and Pegasus Airlines have achieved a major milestone in airline retailing. Recognized as the most extensive live Modern Airline Retailing platform worldwide, Hitit Oxygen enables Pegasus not only to distribute complementary travel products through its direct channels, but also across global indirect sales networks. This marks a significant advancement in passenger experience and positions both Pegasus and Hitit at the very forefront of the aviation industry’s digital transformation.
25 September 2025, İstanbul – Hitit, one of the world’s top three global technology providers in airline and travel software solutions, and Pegasus Airlines, one of Türkiye’s leading carriers aspiring to be among the world’s leading airlines in technology adoption, have – together – set a global benchmark in modern airline retailing. The two companies are showcasing this transformation to the industry through a joint case study on Hitit Oxygen, the world’s largest live Modern Airline Retailing platform.
In the airline industry, narrow profit margins make revenue diversification a strategic imperative. This requires moving beyond traditional ancillary services to deliver travel products that enhance the passenger experience, not only through an airline’s own channels, but also across the wider distribution landscape. To lead this transformation, Hitit has developed Hitit Oxygen – recognized as one of the most significant technological breakthroughs in global aviation, unveiled in partnership with Pegasus as its launch airline.
At the core of this transformation is the Hitit Oxygen Offer and Order Management System, developed in full compliance with IATA’s NDC (New Distribution Capability) and ONE Order standards. Implemented with Pegasus, Hitit Oxygen now stands as the world’s largest live deployment of Modern Airline Retailing technology.
Over 12 million passenger transactions expected by end-2026
With Hitit Oxygen, Pegasus can now deliver both flexible and personalized offers to passengers booking through indirect sales channels, whilest also driving ancillary revenue growth and streamlining operational processes. The system, already in active use, is expected to process more than 12 million passengers by the end of 2026.
This transformation, playing a critical role in Pegasus’s digitalization strategy, has created a benchmark success story for both the airline and the technology provider. The joint case study prepared by Hitit and Pegasus details the benefits of modern airline retailing for passengers, and highlights the new business models it introduces to the industry.
Nevra Onursal Karaağaç, CEO of Hitit, commented on the collaboration: “The airline industry is undergoing a major transformation amid narrow profit margins and intense competition. With Pegasus, the implementation of Hitit Oxygen not only delivers operational efficiency but also enables passengers to enjoy a far more personalized and seamless experience. We are proud that this shared success story contributes to shaping the future of modern airline retailing.’’
Güliz Öztürk, CEO of Pegasus Airlines, highlighted that digitalization is central to their strategy for delivering a seamless and enriched guest experience throughout the entire travel journey. “Pegasus has successfully adapted to IATA's latest digital standard, OOMS (Offer and Order Management System), through the Hitit Oxygen. This integration allows us to offer travel-related ancillary products, fully integrated with flight tickets, across indirect sales channels. This innovation aims to ensure that our guests can experience a cohesive and enhanced journey through various sales channels.’’
The case study, jointly prepared by Hitit and Pegasus, serves as an encouraging example of a business partnership for other airlines seeking to embark on their digital transformation journey in the aviation sector.