In a major development for the aviation and tourism sectors, GO7 has officially reintroduced its IATA-compliant Passenger Service System (PSS), known as Sell-more-seats© (SMS), following a strategic refresh. This powerful platform is returning to the global marketplace with advanced architecture and enhanced operational capabilities, promising to reshape how airlines—especially emerging and regional carriers—manage distribution, ticketing, and interline partnerships.
The revival of SMS marks a significant moment for the travel industry, as the system features GO7’s peerless refracted architecture and an IATA code of “W1,” enabling it to function seamlessly within international distribution standards. Already, the system has played a crucial role in the launch of Brommaflyg, a newly established Swedish virtual airline working to restore important domestic connectivity. By becoming the first airline to adopt the relaunched SMS, Brommaflyg sets the stage for how smaller carriers can benefit from enterprise-level technology without the burdensome costs typically associated with legacy systems.
Streamlined Operations for Modern Airlines
GO7’s SMS elevates airline efficiency by offering an integrated suite of functions that simplify everything from reservations and ticketing to settlement and codeshare management. Airlines connected to the SMS platform gain instant access to global distribution systems (GDS), enabling them to sell inventory through online travel agencies (OTAs), travel management companies (TMCs), and other worldwide booking channels.
What sets SMS apart is its ability to support both full-service and low-cost carriers through a single, scalable system. Its e-ticket database aligns fully with IATA standards, ensuring compliance and operational reliability. For virtual and startup airlines—entities that often lack extensive technical infrastructure—SMS removes traditional barriers, offering a ready-made path toward competitive participation in the global aviation marketplace.
Brommaflyg: A Milestone Launch Supported by SMS
The onboarding of Brommaflyg highlights the growing relevance of SMS in fostering regional air connectivity. The Swedish airline aims to strengthen vital travel links between Visby and Stockholm Bromma Airport, a route once served by legacy operators. With the support of GO7’s PSS, Brommaflyg can now manage distribution, ticketing, settlement, and codeshare partnerships on par with established carriers.
One of the most significant advantages for Brommaflyg is the ability to integrate effortlessly with major GDS networks. This access expands its visibility globally and positions the airline within mainstream booking ecosystems—something smaller carriers often struggle to achieve affordably. As a result, Brommaflyg enters the market equipped with tools that align with international aviation standards, enabling smoother traveler experiences and more effective route development.
Enhancing Revenue Potential with GO7’s Digital Commerce Tools
Beyond the foundational PSS capabilities, GO7 offers airlines an advanced Internet Booking Engine (IBE) designed to optimize customer engagement and revenue generation. Airlines can personalize their booking interface, introduce dynamic pricing mechanisms, and curate tailored travel packages that resonate with evolving consumer preferences.
For carriers like Brommaflyg, this means the ability to stand out in a competitive market by presenting a modern, intuitive, and user-focused digital storefront. The platform’s flexibility also allows airlines to implement innovative merchandising strategies—an approach that has become increasingly necessary as airlines seek new revenue streams in the post-pandemic travel landscape.
Full Ecosystem Integration: A Unified Travel Technology Stack
GO7’s SMS does not operate alone; it is part of a broader product ecosystem designed to simplify the end-to-end travel experience. Its integration with GO7’s Virtual Interlining (VI) technology is particularly notable. This feature allows passengers to book multi-airline itineraries with interconnected baggage handling, providing a seamless travel journey similar to traditional interline agreements but with enhanced flexibility.
By unifying distribution, ticketing, interlining, and settlement within one architecture, GO7 eliminates many inefficiencies that have historically challenged airline operations. This all-in-one approach also empowers smaller carriers to compete more effectively, improving their operational resilience and expanding their commercial reach.
A Scalable Solution for Airlines of Every Size
Whether an airline is launching its first route or expanding into international networks, GO7’s SMS is built to scale. The system’s modular design supports diverse business models, including regional carriers, virtual airlines, charter operators, and hybrid service providers. Its adaptability ensures that airlines can grow organically without transitioning to new platforms—saving both financial and operational resources.
As modern aviation continues to shift toward innovative, cost-effective solutions, airlines increasingly seek technologies that enhance efficiency while maintaining global standards. SMS answers that demand with a streamlined, budget-friendly alternative to legacy PSS systems.
Transforming the Future of Airline Distribution
The return of GO7’s SMS underscores an industry-wide movement toward integrated digital solutions that reduce complexity and improve global connectivity. As airlines face rising operational costs and changing traveler expectations, systems like SMS become essential in enabling secure, scalable, and high-performance distribution capabilities.
With Brommaflyg’s successful onboarding, GO7 has demonstrated how its platform can support both new entrants and established airlines. The industry is now watching closely, as this revitalized PSS has the potential to set new benchmarks for flexibility, interoperability, and cost efficiency across global aviation.
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