• Dynamic & Personalized Offers
  Airlines can tailor bundles and à la carte services based on traveler profiles, loyalty status, or booking context — driving higher conversion through relevance and supporting personalized travel experiences.

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  Improved Product Differentiation
  Rich merchandising content — including images, detailed descriptions, and branding — allows ancillaries like seats, baggage, and Wi-Fi to be presented more attractively within the agency workflow and booking platform.
•  
  Enhanced Revenue Opportunities
  Dynamic pricing enables ancillaries to be optimized by demand, timing, or customer segment, increasing yield and helping travel agencies maximize ancillary revenue.
•  
  Greater Distribution Control
  Airlines gain more influence over how ancillaries are priced, bundled, and displayed across different sales channels, including Online Travel Agencies (OTAs) and travel consolidators.
•  
  Higher Attachment Rates
  Visually engaging, personalized offers encourage passengers to add more services — such as bundled seat upgrades, extra baggage, and lounge access — directly within the agent’s workflow.
• 
  
• NDC empowers airlines and their agency partners to sell ancillaries in a more visually compelling, personalized, and commercially flexible way — leading to improved revenue, customer satisfaction, and competitive positioning in the global marketplace.

While NDC provides the foundation for personalized offers, the travel industry is still in the early stages of adoption. Real-time, one-to-one personalization remains more of a vision than a widespread reality for many travel sellers.

Current State

• Some airlines now tailor offers based on loyalty status, corporate agreements, or trip context — but truly individualized pricing and travel content are not yet common across all booking platforms.

Barriers to Progress

• True personalization requires:

  • – Real-time access to traveler data and behavior

  • – Advanced AI-powered pricing models

• – Robust data infrastructure that many airlines are still building

By 2026, expect more segmented personalization, such as bundles designed for loyalty tiers, past booking patterns, or corporate clients. As AI-powered tools and NDC strategies mature, the industry will shift toward real-time, fully individualized offers for every traveler, enhancing the end-to-end servicing experience. At Travelport, Modern Retailing, Amplified means delivering the right offer to the right person at the right time — and NDC is building the path to get there, supported by data analytics and travel intelligence.

Ready for EDIFACT Epitaph?

Reports of its death have been greatly exaggerated. EDIFACT is not going anywhere. Despite the rise of NDC, EDIFACT remains a core and active part of airline distribution. Many airlines — including those implementing NDC — will continue to support traditional EDIFACT content for years to come. Some carriers may never fully adopt NDC at all.

Modern retailing is not simply about replacing EDIFACT with NDC. It requires the ability to aggregate and seamlessly compare content from multiple sources, including:

• – NDC content and traditional EDIFACT content

– Low-Cost Carrier (LCC) content

• – Hotel, car rental, cruise, and beyond air content

Success Depends on the Right Technology
Agencies need a retailing platform that can integrate and present all content types in one unified workflow — making it easy to search, compare, book, and service across every source. It’s not about choosing one standard over another, but about building a future-proof, multi-content ecosystem powered by open platform technology and cloud-native solutions.

NDC is far more than a technical upgrade — it represents a fundamental shift toward modern travel retailing. For agencies, NDC enables the ability to:

• – Sell ancillaries more effectively
• – Deliver truly personalized offers
• – Compete with supplier-direct channels
• – Build stronger, loyalty-driven customer relationships
• – Provide a seamless, end-to-end booking experience

While NDC adoption continues to evolve, platforms like Travelport+ are designed to help travel agencies navigate this transition — simplifying complexity and unlocking the full potential of Modern Retailing, Amplified through automated workflows and smart ticketing.

Continue your NDC journey with Travelport+
NDC is reshaping how travel is bought and sold, creating new opportunities for agencies to deliver richer content, personalized experiences, and seamless service — trip after trip, leveraging tools like Galileo Productivity Suite and uAPI for integrated retailing.

For more information, visit the link – https://www.travelport.com/blog/10-years-of-ndc-improving-the-retailing-experience

Source: Travelport