South African airline LIFT is set to implement GO7’s Orchestrated Virtual Interlining (OVI) solution, marking a significant shift in African aviation connectivity. This innovative model, expected to launch within weeks, allows airlines to manage virtual interlining themselves, bridging the gap between traditional and virtual partnerships.

LIFT’s Chief Commercial Officer, Cilliers Jordaan, emphasised the potential of OVI to revolutionise the African aviation market. “True virtual interlining will open up exciting distribution opportunities,” he stated, highlighting the benefits of increased direct bookings and expanded market access. The airline’s collaboration with GO7 aims to encourage other African carriers to adopt this new model.

GO7 CEO Adam Weiss noted that LIFT, operating on the AeroCRS PSS, will benefit from selling beyond its physical network whilst maintaining control over pricing and customer relationships. This approach contrasts with traditional third-party marketplaces, offering airlines greater autonomy.

Peer Winter, Chief Distribution Officer at GO7, explained that OVI enables partners to sell each other’s networks with full ancillaries and end-to-end disruption management. The model includes features like a patent-protected baggage transfer solution and optional settlement via IATA Clearing House.

Originally developed for Value Alliance, OVI aligns more closely with traditional interlining, offering capabilities previously unavailable in virtual interlining products. As LIFT pioneers this approach, the airline hopes to set a precedent for enhanced connectivity across Africa

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