Regional airlines play a vital role in the global aviation ecosystem. Yet despite their importance, many regional carriers are still not realising their full commercial potential. One of the key reasons lies in their distribution strategy. We spoke with Alexander Proschka, Chief Commercial Officer at Hahnair (pictured), about distribution solutions, growth strategies, and what makes global visibility more achievable for regional airlines today.
Beyond direct distribution
For many regional airlines, direct distribution channels are the foundation of their commercial strategy. While effective in local markets, relying solely on direct sales significantly limits international reach and revenue potential.
Proschka sees this as a common inflection point. He says: “Direct sales can deliver strong results at home, but to grow consistently, airlines need a distribution mix that includes indirect channels.”
Breaking down barriers
The industry has long associated indirect distribution with heavy requirements: system connections, data exchange, ongoing servicing, and settlement processes that demand expertise and investment.
This is exactly where perception becomes a barrier. “Many airlines believe global distribution is automatically expensive and complex,” Proschka explains. “In reality, it depends on how you approach it and who supports you.”
A simpler path to global markets
Hahnair positions its solutions H1-Air and X1-Air as a simplified entry into global indirect distribution. Let’s take a look at the advantages:
- One-stop solution: Rather than building multiple relationships and infrastructures at once, airlines can use one single partner. Next to ticketing and travel agency support, Hahnair also offers full-service support, including GDS interfaces for scheduling, fare filing and inventory management.
- Connectivity: Using the comprehensive technical infrastructure of Hahnair, airlines can offer their flights in all major Global Distribution Systems (GDSs). Their services are bookable under the reservation codes H1 or X1 for over 100,000 travel agencies in 190 markets.
- Experience: Hahnair has been offering their distribution solutions since 1999 and is an established partner for travel agents, airlines and system providers alike.
- Risk-free expansion: Growth is not only about distribution reach. It is also about collecting revenue reliably. Hahnair not only supports its partners in selling incremental air tickets, it also safeguards against fraud and executes reliable money repatriation.
Proschka summarises the idea as follows. “With Hahnair, airlines can immediately participate in global agency sales, while counting on professional support every step of the way. At the same time, Hahnair takes on all risks, giving airlines the confidence to securely enter new markets.”
A pathway that adapts to different airline models
Not every airline follows the same distribution journey with Hahnair. Some use a distribution partner to complete their sales strategy. Others treat the partnership as a first step, gaining experience and visibility before developing their own distribution presence in core markets.
“Airlines can start simple, scale their strategy, and decide later how far they want to take their own distribution infrastructure,” Proschka says. “The take-away for regional airlines is clear: indirect distribution is no longer an intimidating leap. With the right model and support, it becomes a structured, lower-friction route to global visibility and incremental revenue.”
