Tunisair x CitizenPlane: targeted distribution to boost sales on key routes

The airline industry scored a record-high passenger load factor of 83.6% last year. Improving that number remains a priority, and to fill seats airlines need to look at the bigger picture. Like for instance, how you reach passengers, and through which channels.

At the heart of regional connectivity

With over 77 years of history, Tunisair is one of Africa's oldest airlines and a cornerstone of regional connectivity. Its network connects Tunisia to more than 40 destinations across Africa, Asia, Europe and North America, with a fleet centred on Airbus A320, A320neo and A330 aircrafts.

In 2025, the airline undertook a significant strategic recentering: rationalising its network, consolidating operational readiness ahead of the tourist season, and strengthening its commercial position. Available Seat Kilometres were reduced by 8%, while Revenue Passenger Kilometres declined by only 5%, reflecting an improving load factor across a more focused network. 

Simple setup, full control

CitizenPlane integrates as a complementary layer alongside Tunisair's existing GDS and other distribution channels. With CitizenPlane’s Air module, the airline decides which flights to activate, how many seats to make available, and at what fare level. CitizenPlane connects that inventory to major OTAs and handles the rest. In Tunisair's case, the airline chose to offer these exclusive fares through a single world-leading OTA. This deliberate decision keeps the approach focused and the partnership meaningful.

The setup is designed to be light. No disruption to existing infrastructure, no complex onboarding. Just a new distribution lever the airline can tune precisely to run sales campaigns.

"For OTAs, the value is straightforward: competitive fares on routes that matter to their customers, sourced via a tool that fits into their existing setup. For Tunisair, it's a simple, tailored solution that puts the airline in better control of its OTA sales." - Lucas Bertrand, VP Sales at CitizenPlane

"Through our partnership with CitizenPlane, we are able to distribute unsold seat inventory effectively. The team consistently supports us in optimizing load factors on strategic routes. The integration process was smooth, and the solution represents a valuable complement to our revenue management strategy" - Helmi Hassine, Vice President for Commercial Affairs at Tunisair

Part of a broader commercial shift

Airlines are rethinking how they reach passengers, moving beyond legacy infrastructure toward more flexible, API-driven distribution. Tunisair's approach is a practical expression of that shift: activating targeted channels on specific routes, without overhauling everything at once.

CitizenPlane's AIR solution is built for exactly this. Multiple technical setups depending on each airline's profile, minimal operational overhead, and a distribution reach that complements what's already in place, so airlines can move fast without taking on unnecessary complexity.

Tunisair is renewing its fleet, expanding its network and rethinking how it reaches passengers. CitizenPlane is proud to be part of that journey, route by route.

Want to explore what CitizenPlane can bring to your distribution strategy? Let's talk.

‍