If NDC is a first building block in airline retailing, what comes next?

New Distribution Capability (NDC) has been divisive in the travel industry. The technology represents not just a fundamental shift in how airline content is distributed but also a process and mindset change in how travel is sold and bought, and transformational change often sparks debate.

NDC is no exception, but it is well and truly here to stay and has already set the foundation for what’s coming next.
Our friends at McKinsey describe modern retailing as a matter of “when and how” rather than “if,” with their data showing improvements could deliver $45 billion to the airline industry by 2030. Airlines recognize retailing is a vital step towards customer-centric travel, and it is time to speed it up, seeing NDC adoption rates accelerating.

On average, we see more than 20% of an airline’s indirect volumes going through NDC, with some…