Since its founding in 1994, Hitit, one of the leading airline and travel technology companies in the world, has demonstrated steady growth and a remarkable capacity for innovation, positioning itself as a key player in providing IT solutions for these sectors.
In a conversation with Aviacionline, Maximiliano Vicini, recently promoted to Head of Business Development for the Americas, shared the company’s milestones in 2024, upcoming developments for 2025, and its outlook for the region.
Although Hitit entered the Latin American market in 2011, its presence in the region has grown significantly since 2017, when it became a member of the Latin American and Caribbean Air Transport Association (ALTA). This step marked a turning point in its strategy for the continent. «Through this partnership, we gained greater visibility and presence, allowing us to establish relationships with airlines in the region, which we call partners,» Vicini explained. Since then, the company has maintained a strategic focus that even during the pandemic allowed it to capitalize on unique opportunities.
Between 2020 and 2021, Hitit successfully migrated an average of 12 to 13 airlines to its technology platform, leveraging the fact that many companies were utilizing idle resources to modernize their systems. This strategic move solidified its position not only in Türkiye but also globally. In 2022, the company took another leap by going public, becoming a listed company. «This allowed us to access new investments that strengthened our technological development and international expansion,» Vicini noted.
Currently, Hitit works with 75 airlines across 49 countries, and its Crane DCS system is present at 750 airports worldwide. In Latin America and the Caribbean, the company added three new partners in 2024, all of which use its integrated Crane suite, designed to centralize multiple operations within a single platform. This flexibility has been crucial in meeting the needs of airlines with diverse business models, from low-cost carriers to legacy operators.
«Today, we are positioned as the second-largest PSS (Passenger Service System) provider in Europe and the third globally,» Vicini highlighted, emphasizing that the Latin American region remains a top priority for the company. Financially, Hitit’s results for the third quarter of 2024 showed a 27% increase in global sales revenue, reaching USD 24.3 million, while the volume of passengers processed through its solutions grew by 57% in the first nine months of the year.
Vicini stressed that Hitit’s adaptability to various scenarios and business models is one of its main advantages. «We have proven that we can cater to small airlines as well as major operators like Pegasus Airlines, which has a fleet of over 100 aircraft,» he said. This approach has enabled the company to consolidate its presence in highly competitive markets like Europe while maintaining a sustained growth strategy in Latin America and the Caribbean.
Additionally, Vicini pointed out that Hitit is prepared to offer solutions to major airline groups in Latin America and the Caribbean. «Our model allows us to serve any type of airline, regardless of size or business model,» he explained, highlighting the robustness of its regional infrastructure. The company has strengthened its support by deploying dedicated teams operating within the same time zone, ensuring highly personalized and efficient service.
Beyond its comprehensive approach, Hitit is leading an industry transformation with its airline retailing concept, which aims to turn airlines into players comparable to major e-commerce companies like Amazon. «We are leading the Airline Retailing Maturity Index, the ranking published by IATA, with 49 certified capabilities. This places us in the top spot with a considerable gap over the second-ranked provider,» Vicini detailed. This recognition underscores Hitit’s ability to optimize the distribution of airline products and services, generate additional revenue, and reduce operational costs.
The executive also emphasized the importance of investing in technological innovation to stay ahead. «We are working on artificial intelligence and machine learning tools that optimize operational processes and improve the passenger experience,» he said. In addition, he announced the launch of the Agency Distribution System (ADS) in 2025, a platform that will allow airlines to expand their travel agency network globally, functioning similarly to traditional GDS systems.
Other developments include a new customer experience platform that will enhance frequent flyer programs and mobile applications for passengers and airlines. Hitit is also working on a payment orchestration platform that will integrate all payment methods for an airline, streamlining their management.
Sustainability is another key area for Hitit. The company has developed a cost-accounting solution (Crane.CA) that enables airlines to monitor real-time data related to fuel consumption and CO2 emissions. «Our goal is to contribute to a more sustainable aviation industry by providing tools that help airlines reduce their environmental impact based on real data,» Vicini explained.
For Vicini, aviation events in Latin America are invaluable opportunities to interact with key players in the sector and promote industry development. «It’s a privilege to engage with peers, competitors, and industry leaders, exchanging ideas and best practices,» he remarked. Additionally, he noted that these events allow Hitit to reaffirm its commitment to the growth of aviation in the region, especially as recovery from the pandemic continues to pose challenges.
Looking ahead, Hitit will continue to focus on Latin America with specific solutions to improve air connectivity, optimize operations, and generate revenue for airlines. «The region presents significant opportunities, and we are ready to support airlines in their digital transformation, helping them overcome obstacles and maximize profitability,» Vicini concluded.
