New York, London, Munich, Dubai – July 30, 2025 – DataArt, a global software engineering firm specializing in data, analytics, and AI, has successfully supported the integration of Mystifly’s Smart Selling Platform (SSP) into travel agency environments. This collaboration focused on enabling access to exclusive Hawaiian Airlines HA Connect™ NDC content and providing fully automated, post-booking servicing across multiple air content sources.
Mystifly’s SSP simplifies how travel sellers manage multisourced air content by normalizing transactions across various channels, including GDS, NDC, and proprietary airline APIs, into a single orchestration hub. As a Hawaiian Airlines HA Connect™ Approved Partner, Mystifly helps sellers efficiently shop, book, and pay while taking advantage of dozens of post-ticketing servicing automations using NDC connectivity with Hawaiian.
Through HA Connect™, Mystifly can access all of Hawaiian's content, including ancillaries. Bookings made through HA Connect™ can also be customized with personalized offers for Hawaiian's frequent flyers. Most importantly for travel agencies' profitability, Mystifly supports numerous automated post-ticketing features that help agency operations teams handle servicing tasks more efficiently and handle larger volumes.
Apurva Mathur, VP of Strategic Accounts at DataArt, said:
"At DataArt, we are proud to bring the technical depth and expertise required to help travel sellers integrate modern NDC solutions into their platforms. With years of experience supporting airlines, aggregators, OTAs, and TMCs in navigating the NDC landscape, we know how to deliver scalable, well-architected integrations that ensure modern airline content flows smoothly through booking and servicing systems. Our collaboration with Mystifly demonstrates our ongoing commitment to helping clients optimize access to airline content and deliver superior value to travelers."
Airlines like Hawaiian are increasingly offering their best deals through NDC channels, so OTAs and TMCs are preparing for this shift by updating their distribution strategies. These industry trends were front and center at the recent GBTA conference, where NDC adoption, integration challenges, and post-booking servicing automation dominated the conversation. Instead of relying only on traditional GDS systems, travel agencies are now using flexible solutions that pull content from multiple airline sources. This gives them access to better fares, personalized trip options, and smoother customer service.
Jeremy Jameson, VP, Americas at Mystifly, said:
"We are excited to partner with DataArt to extend the reach of Mystifly’s NDC orchestrations and Hawaiian Airlines’ exclusive NDC capabilities to travel sellers around the world. his integration brings more choice and flexibility to travel agencies, helping them deliver greater value to their customers. Among the many unique capabilities that Mystifly has, in the way we deliver Hawaiian NDC, is our fully automated support for over 25 post-ticketing functionalities. Mystifly’s wide range of servicing automations significantly boosts the productivity of travel agents within contact centers and traveler support teams. Complementing this, our APIs enable online booking systems to offer travelers a broad range of self-service change options, which enhances the user experience, the clients’ sense of control over their own trips, and the ability of the traveler to respond quickly to schedule changes and flight disruptions."
This partnership combines Mystifly's strong NDC airline content with DataArt's integration experience, making it easier for travel sellers to access and offer modern airline features to customers. Together, they help online travel agencies and corporate travel companies stay competitive and agile in the fast-paced airline industry.
