Baku: In 2025, Azerbaijan Airlines, a subsidiary of AZCON Holding, focused on digital transformation as a key element of its development strategy, aiming to enhance passenger comfort, fortify digital infrastructure, and expand direct online sales channels. Throughout the year, the airline introduced various technological solutions to improve the customer journey, covering areas from ticket booking and payment to a range of travel-related services. In a recent interview, Vasif Mammadov, Head of Digital Commerce at Azerbaijan Airlines, shared insights on the airline’s e-commerce initiatives, their impact on passenger behavior, and strategic priorities for 2026. AZERTAC presents the interview.
According to Azerbaijan State News Agency, Azerbaijan Airlines implemented several initiatives by adhering to clear strategic objectives and a motivated team. The airline maintained a customer-centric approach, aiming to simplify and make the digital experience more accessible at every stage of the passenger journey. Enhancements to their e-commerce platform allowed passengers to manage their travel independently, from ticket purchase to accessing real-time flight information.
The airline introduced self-service features that enable passengers to modify or refund tickets directly through the website or mobile app, reducing reliance on the Call Center. In 2025, approximately 25,000 passengers utilized these features, streamlining the process and reducing the Call Center’s workload. Additionally, a real-time passenger notification system was launched, automatically informing passengers of flight changes via email, WhatsApp, and the AZAL mobile app.
To enhance the online booking experience, Azerbaijan Airlines improved its interface, expanded search and filtering capabilities, and introduced the Fare Lock service, allowing customers to lock ticket prices temporarily. The integration of Apple Pay and Google Pay has facilitated easier payments, with over 20% of transactions on the mobile app using these methods.
The airline also expanded its ancillary services to include options such as the AZAL Upgrade program, Extra Seat Blocker, Junior Traveller, and Air Tastes. These services cater to diverse passenger needs and are widely utilized. Partnerships with global companies like Airalo, Booking.com, GetTransfer, and GetYourGuide offer passengers additional travel services on favorable terms. The introduction of DAFAR, through a collaboration with HTS, provides alternative travel options in case of disruptions.
The AZAL mobile app has evolved into a primary platform for customer engagement. Its user base has doubled, driven by continuous improvements and active promotions. The app boasts high customer ratings and plays a significant role in maintaining customer interaction through personalized travel management features and real-time notifications.
Looking ahead to 2026, Azerbaijan Airlines plans to enhance the digital customer experience further. A large-scale UX/UI transformation of the azal.az website and mobile app is underway, aiming for more intuitive navigation and personalized user journeys. The airline is collaborating with a global design company to implement these changes. They also plan to introduce artificial intelligence technologies to analyze customer behavior, develop personalized offers, and optimize customer support.