Mystifly unveils multisource air selling technology; Costco Travel first customer to deploy its SSP

Mystifly, a travel technology company, today announced the official roll-out of its Smart Selling Platform (SSP), an enterprise platform as a service (PaaS) designed to simplify and revenue-optimise the sourcing, selling, and servicing of heterogeneous air content for any travel seller. SSP is central to Mystifly’s vision to close the many gaps that remain in today’s airline distribution infrastructure by delivering real-world technology solutions for travel sellers and airline partners. Costco Travel is the first customer to deploy SSP.

“SSP is the industry’s first cloud-based solution purpose-built for selling and servicing air at scale with a particular focus on enabling sellers to optimize their business and deliver the best possible travel experience for their users,” said Rajeev Kumar, founder, CEO, and MD of Mystifly.

SSP not only aggregates and normalizes disparate air content (e.g. NDC, direct connect, GDS), but also applies artificial intelligence (AI) and natural language processing (NLP) to enhance source data for improved accuracy and post-booking automation, leading to reduced agent call time, increased conversion, and lower operations cost. SSP’s Manager module enables travel sellers to revenue-optimize their business(es) by source and channel using hierarchical rules combined with shopping and pricing intelligence for greater contract compliance, margins, and traveler conversion.

The Mystifly SSP offers a holistic view of the end-to-end air selling experience, including Sourcing (access to hundreds of airlines including GDSs, NDC, LCCs, and a competitive consolidator marketplace); Selling (channel, shopping, and revenue optimization for sellers); Servicing (post-booking servicing across sources); and Settlement (airline payment solution). All content is normalized, enhanced with AI, NLP, and machine learning (ML), and made available via a single, developer-friendly API or an optional SSP Agent user interface.

“Our industry has outgrown traditional distribution and selling systems,” explains Kumar. “Air content fragmentation is at an all-time high, forcing travel sellers to endure disconnected systems that add complexity, user frustration, and unsustainable IT costs. In addition, sellers need efficient ways to compare and present offers that align with what travelers want. With SSP, we solve these problems and make air selling more accessible, more flexible, futureproof, and cost-effective for travel sellers and airlines alike as they strive to deliver the most competitive, satisfying traveler experience.”

Concurrent with the SSP rollout news, and to showcase its vision to close the many gaps that remain in today’s airline distribution infrastructure, it was also announced today that Costco Travel has deployed the Mystifly SSP to sell and service Hawaiian Airlines’ exclusive NDC content. As Mystifly is a HA Connect Approved Partner, by deploying Mystifly SSP, Costco Travel can now offer Costco members Hawaiian Airlines flights and functionalities that are only available through NDC – such as exclusive Neighbor Island point-to-point flights, frequent flyer personalization, and dynamically priced ancillaries.

Mystifly’s customer base includes hundreds of established online travel agencies (OTAs), tour operators, travel management companies (TMCs), wholesalers, an array of closed user communities (e.g., loyalty programs, concierge service providers), and fintech companies. Many of these customers started as users of Mystifly Marketplace, the company’s consolidator solution. With SSP now available, Mystifly Marketplace customers can access many more content sources using the seller’s commercial relationships with the supply along with the advanced selling and servicing capabilities available in the new platform.

In addition to partnerships with all major GDSs, Mystifly has 45+ airline direct connect integrations, including 25 NDCs such as Hawaiian Airlines, American Airlines, United Airlines, TAP Portugal, Vueling, Emirates Airlines, Qatar, Qantas, and others. Mystifly recently partnered with Google Cloud to advance its AI-powered shopping intelligence and strengthen its platform performance, security, and scalability.