The future of travel retailing in Africa 

The travel industry is undergoing one of the most significant technological transformations in its history. 

New airline distribution models, artificial intelligence, and digital retailing platforms are reshaping how travel is searched, sold and serviced. 

At the centre of this shift is the concept of modern travel retailing : a model that allows travel providers to offer more dynamic products, personalised experiences and richer content to travellers. 

For travel agencies, this transformation presents both a challenge and an opportunity. As Darren Osbourn, Travelport Southern Africa’s CEO and new Operator says,  “The key lies in ensuring that the industry adopts technology in a way that strengthens the travel ecosystem rather than fragmenting it. 

“The future of travel retailing will be driven by technology, but it will still depend heavily on trusted industry relationships.”  

Platforms such as Travelport are designed to help agencies navigate this transformation by bringing together airline, hotel and travel supplier content through unified systems. 

One of the major shifts shaping the industry is the evolution of airline distribution models, including the growth of NDC (New Distribution Capability). These models allow airlines to provide richer content and more personalised offers to travellers. 

For travel agencies, having access to this content through integrated platforms is critical. 

At the same time, artificial intelligence is beginning to play a role in improving productivity across the travel ecosystem, from customer service automation to intelligent search and servicing tools. 

But technology alone is not enough. 

The travel industry remains deeply relationship-driven, particularly in regions such as Southern Africa where agency networks and long-standing partnerships play a central role in distribution. 

The next phase of travel retailing will likely be defined by how well technology platforms, agencies and suppliers work together. 

Those who successfully combine advanced technology with strong industry relationships will be best positioned to capture the next wave of growth in the African travel market. 

About Travelport Southern Africa 

Travelport is a global travel technology company connecting travel agencies, airlines, hotels, and travel providers through a modern travel retailing platform. Its technology enables travel businesses to search, compare, book, and service travel across multiple suppliers through a single integrated platform. In Southern Africa, Travelport works with a wide network of travel agencies, corporate travel providers, and travel groups. Through its new regional operator model, the company combines its global technology platform with strong local expertise to support the evolving needs of the regional travel industry. Travelport continues to invest in modern travel retailing, including new airline distribution capabilities, AI-driven tools, and automation designed to help travel businesses operate more efficiently and deliver better traveller experiences. 

Darren Osbourn – CEO: Travelport Southern Africa Operator | CEO: RTTC | Director: SevenC | Entrepreneur 

Darren Osbourn is a South African technology entrepreneur and the CEO of the new Travelport operator for Southern Africa. As CEO of RTTC and Director of SevenC Managed IT Services, Darren has spent more than three decades building businesses that use technology to unlock growth for African companies. With roots in open-source innovation and managed technology services, Darren’s work has consistently focused on helping organisations modernise their operations through smart technology and strong partnerships. As operator of Travelport in Southern Africa, Darren is leading the next phase of the region’s travel technology ecosystem – combining global travel distribution technology with local expertise to support agencies, travel groups, and partners across the region. He is passionate about entrepreneurship, regional growth, and the role technology – particularly AI and modern platforms – will play in shaping the future of travel in Africa. 

Bryan Rufener - Regional Industry Lead – Travelport Southern Africa 

Bryan Rufener works closely with travel agencies and partners across Southern Africa, helping them navigate the evolving travel technology landscape and connect to the tools that power modern travel retailing. Over the course of his career he has built strong relationships across the regional travel trade, working with agencies, travel groups, and partners to help them access the content, systems, and support they need to grow their businesses. At Travelport, Bryan focuses on ensuring agencies across the region can practically apply global travel technology in their day-to-day operations - from accessing airline content to improving servicing workflows and operational efficiency. With the introduction of the new Travelport operator model in Southern Africa, Bryan continues to work closely with the travel trade to strengthen partnerships and ensure agencies are well positioned for the next phase of digital travel retailing.  help travel businesses operate more efficiently and deliver better traveller experiences.