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27 November 2007 – S7, the first airline to introduce online booking in Russia, today became the first Russian airline to offer on-line calendar booking for all domestic and international flights in a move to provide passengers greater choice and transparency.

Anton Eremin, Senior Vice President, S7 Group said, “Our aim is to provide world-class self-service booking capability to our customers and this new calendar shopping technology from SITA enables us to do just that. In addition, it will increase direct sales and reduce third party payments such as GDS fees, which will allow us to offer even lower fares to our passengers in the future. In the last 10 months, our internet sales increased to 6.3% of our total ticket sales and now with this new technology from SITA we expect further significant growth in 2008.“

S7 customers are now able to book their flights using calendar displays making the process of choosing and booking a flight easier. Providing the ability to view the lowest one-way and return fares across multiple days, on one screen, with colour coding, simplifies the booking process and allows customers to select “at a glance” a fare and travel date which suits them.

For the airline, this fares shopping service will stimulate direct sales providing savings on distribution costs of at least 5% per ticket issued. Increased online sales also support the issuance of e-tickets, which IATA estimates saves airlines a further $9 per ticket.

Richard Stokes, Senior Vice President of SITA Passenger and Travel Solutions added: “The capability to display fares information in a clear and easy way is one of the key factors ensuring successful online booking and sales. Operating SITA Airfare Shop’s calendar shopping will increase the ‘look to book’ ratio for S7 and is an important competitive advantage for the airline.

“We are delighted that S7 is one of the first airlines to implement SITA Airfare Shop part of the initial innovation wave of our new Horizon technology. We are investing over $100 million in Horizon covering Reservations, Inventory, Ticketing, E-commerce and Departure Control to provide efficient self-service tools and unrivalled business intelligence which will deliver profitability, enhanced customer service and optimal distribution to the 138 airlines using our system.”

Since SITA first introduced on-line booking for S7 in 2006, the airline has become the leader in online sales in the highly competitive Russian market. S7 is Russia’s leading domestic carrier and number two internationally. Last year the airline carried 4.9 million passengers. S7 flies to 20 destinations and plans to introduce up to 10 new routes next year and to increase the frequency of flights.


For further information (not for publication) contact:

Media Contacts:
James Warnette / Lorna Thompson
Octopus Communications for SITA
+44 (0)8453 700 655

Notes to Editors:
About SITA
SITA is the world's leading service provider of integrated IT business solutions and communication services for the air transport industry. SITA manages complex communication solutions for its air transport, government and GDS customers over the world's most extensive communication network, complemented by consultancy in the design, deployment and integration of communication services. Its broad range of airline and airport IT applications and services includes airport operations and integrated baggage services, common use and desktop services, flight operations and air-to-ground communications and end-to-end airline distribution and fares services.

SITA has two main subsidiaries: OnAir, which is leading the race to bring in-flight mobile telephony to the market, and CHAMP Cargosystems, the world's only IT company solely dedicated to air cargo. SITA also operates two joint ventures providing services to the air transport community: Aviareto for aircraft asset management and CertiPath for secure electronic identity management. In addition, SITA sponsors .aero, the Internet top level domain reserved exclusively for aviation.

SITA covers 220 countries and territories and the head office is in Geneva, Switzerland. SITA had consolidated revenues of US$1.481 billion (€ 1.194 billion) in 2006.

Further information can be found at

About S7
Further information on S7 can be found at:

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