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Ethiopian Airlines Collaborates with Nucore Technologies on Digital Initiatives

Ethiopian Airlines Collaborates with Nucore Technologies on Digital Initiatives
Strategic Partnership to Enhance Digital Transformation
Ethiopian Airlines Group has formalized a strategic partnership with Nucore Technologies aimed at accelerating its digital transformation and enhancing its business-to-business (B2B) distribution capabilities. Announced on January 2, 2025, the agreement will integrate advanced back-office automation, reporting, and analytics tools into Ethiopian Airlines’ Agency Portal. This platform currently serves over 2,000 active customers across more than 100 stations worldwide, providing a critical interface for the airline’s travel partners.
Nucore Technologies, recognized for its specialized software solutions catering to travel agencies, online travel agencies (OTAs), aggregators, and corporate clients, will play a pivotal role in upgrading Ethiopian Airlines’ digital infrastructure. The collaboration reflects the airline’s commitment to modernizing its operations, prioritizing B2B services, and advancing the adoption of New Distribution Capability (NDC) standards throughout its partner network.
Advancing Distribution and Connectivity
Through this partnership, Ethiopian Airlines aims to provide travel partners with seamless access to direct content, ancillary services, and hotel packages via enhanced digital platforms. Bilen Arefaine, Assistant Vice President for Holiday & Digital and Group Chief Information and Communication (GCIC) Sales at Ethiopian Airlines, emphasized the airline’s focus on industry modernization. She noted that the integration will enable travel partners to access NDC-based offers with multiple payment options through the Agency Portal, which also offers round-the-clock commercial and technical support.
The incorporation of Nucore’s sophisticated reporting and analytics capabilities is expected to strengthen Ethiopian Airlines’ broader strategy of building a connected, future-ready distribution ecosystem. This initiative aligns with the airline’s Vision 2035 strategic plan, which seeks to position Ethiopian Airlines among the world’s top 20 most competitive aviation groups. The carrier currently operates flights to over 160 domestic and international destinations across five continents, supported by a modern fleet that includes Boeing 737s, 777s, 787s, Airbus A350-900s, A350-1000s, and De Havilland Q400s. As a member of Star Alliance, Ethiopian Airlines has been recognized as Skytrax’s Best Airline in Africa for eight consecutive years.
Navigating a Competitive and Evolving Market
Ethiopian Airlines’ digital ambitions unfold amid a rapidly evolving and increasingly competitive market environment. Industry analysts anticipate heightened market volatility in 2026, influenced by internal divisions within the U.S. Federal Reserve and extreme market valuations. Within Africa, competitors such as ASKY and TAAG are reportedly developing their own maintenance, repair, and overhaul (MRO) operations to enhance self-sufficiency in fleet servicing, potentially intensifying regional competition.
Furthermore, the inflight connectivity market is poised for disruption with the forthcoming launch of Gogo’s low-Earth-orbit Galileo system. Concurrently, the Federal Aviation Administration’s (FAA) anticipated certification of Beta Technologies’ first electric aircraft could further reshape the competitive landscape.
Despite these challenges, Ethiopian Airlines continues to pursue a multi-hub strategy through partnerships with carriers including ASKY in Togo, Malawi Airlines, Zambia Airways, and Air Congo. The collaboration with Nucore Technologies is regarded as a critical step in reinforcing the airline’s digital leadership and resilience within a dynamic global aviation sector.

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