South African carrier LIFT is set to become the first airline in Africa to deploy GO7's Orchestrated Virtual Interlining (OVI) solution, a move that could reshape connectivity across the continent. The technology, expected to go live within weeks, enables airlines to manage virtual interlining independently, bridging the gap between traditional interline agreements and third-party marketplace models.
LIFT's Chief Commercial Officer, Cilliers Jordaan, described OVI as a potential game-changer for African aviation. “True virtual interlining will open up exciting distribution opportunities,” Jordaan said, pointing to increased direct bookings and expanded market access as key benefits. The airline hopes its adoption will encourage other carriers in the region to follow suit.
How OVI Differs from Existing Models
Unlike conventional virtual interlining products that rely on third-party aggregators, OVI allows partner airlines to sell each other's networks while retaining full control over pricing, inventory, and customer relationships. GO7 CEO Adam Weiss noted that LIFT, which operates on the AeroCRS passenger service system, will be able to extend its reach beyond its own route network without ceding autonomy.
Peer Winter, Chief Distribution Officer at GO7, explained that the solution includes full ancillary support and end-to-end disruption management. “Partners can sell each other's networks with complete ancillaries and seamless handling of irregularities,” Winter said. The platform also features a patent-protected baggage transfer mechanism and optional settlement through the IATA Clearing House.
Originally developed for the Value Alliance, OVI aligns more closely with traditional interlining than earlier virtual interlining products. It offers capabilities that have been absent from the market, such as integrated baggage handling and revenue accounting through established financial channels.
LIFT's move comes as African aviation seeks to improve connectivity between its fragmented markets. The continent has long struggled with limited interline agreements and high costs of code-sharing, which restrict passenger flow and airline revenue. Virtual interlining offers a lighter-weight alternative that can be deployed without the complexity of bilateral agreements.
The partnership also highlights the growing role of travel technology vendors in enabling new distribution models. GO7, which provides IT solutions for airlines and travel sellers, is positioning OVI as a tool that can be adopted by carriers of any size. For LIFT, the implementation represents a strategic bet on technology-driven growth rather than traditional network expansion.
Industry observers will be watching to see whether other African carriers—such as Kenya Airways, Ethiopian Airlines, or South African Airways—adopt similar models. If successful, OVI could accelerate the development of multi-carrier itineraries across the continent, benefiting both business and leisure travelers.
For travel professionals, the development underscores a broader trend: airlines are increasingly looking to technology to unlock new revenue streams without adding aircraft or routes. Virtual interlining, when paired with robust ancillary and disruption management tools, can effectively extend an airline's network overnight.
As LIFT pioneers this approach, the airline hopes to set a precedent for enhanced connectivity across Africa. The success of the initiative will depend on how quickly other carriers join the platform and how well the technology handles the operational complexities of the region's diverse aviation environment.
