Over the past year, Stellex has evolved bringing iterative product enhancements and new, advanced capabilities (such as dynamic bundling & payment orchestration), all of which strengthen Stellex’s readiness to support an airline’s transition to Offers & Orders.

Below are some of our 2025 stand-out Stellex highlights.

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.