5 minutes read
What this article talks about
- How NDC enhances ancillary sales and personalization, helping agencies deliver richer, more relevant offers to travelers.
- Why EDIFACT isn’t dead — and how agencies can thrive in a multi-source content world by integrating NDC, EDIFACT, and more.
- How platforms like Travelport+ support Modern Retailing, Amplified by simplifying content aggregation, merchandising, and service delivery.
10 Years of NDC: Improving the Retailing Experience with NDC — Modern Retailing, Amplified
Since its launch in September 2015, New Distribution Capability has sparked plenty of debate across the travel industry. A decade later, it’s still evolving — and still misunderstood.
Being a modern retailer means delivering the best experience for your customer — and that’s exactly what NDC helps travel agencies do.
In this blog, we’ll explore how NDC enhances ancillary sales, unlocks personalization, and supports a multi-source content strategy that empowers agencies to deliver Modern Retailing, Amplified.
How NDC impacts ancillaries
NDC gives airlines far more flexibility when selling ancillary services — and that’s good news for agencies too. With NDC, there are more opportunities to upsell and cross-sell during the booking process.
Here’s how NDC transforms ancillary retailing:
More dynamic and personalized offers
Airlines can create customized bundles and à la carte ancillaries based on traveler preferences, frequent flyer status, trip history, or corporate agreements. Instead of generic add-ons, travelers see relevant services in real time — increasing conversion rates.
Better product differentiation
Traditional EDIFACT-based distribution limits how airlines present their ancillary products. NDC allows for detailed descriptions, images, and branding — making it easier to showcase baggage options, seat upgrades, Wi-Fi, and more. And agents can access all of this without needing to visit the airline’s website.
More ways to make money
NDC enables dynamic pricing for ancillaries based on demand, booking timing, or customer segmentation. This flexibility helps both airlines and agencies increase revenue by offering the right product at the right price.
More control over distribution
Airlines using NDC have greater control over how ancillaries are priced, bundled, and distributed. They can create exclusive bundles or differentiated pricing depending on the sales channel.
Cross-selling and upselling potential
With rich content and personalized offers, NDC drives higher attachment rates for ancillary services. For example, an airline could offer a premium seat, extra baggage, and lounge access as a bundle — encouraging passengers to spend more.
Bottom line: NDC lets airlines and their agency partners offer extra services in a more personalized and visually appealing way, while giving them more control over pricing and distribution. That leads to higher revenue, better customer experiences, and stronger market positioning.
When will personalization really arrive?
We’ve talked a lot about personalization — and while NDC supports it, we’re still in the early stages of adoption.
Where we are now
Some airlines are already personalizing offers based on frequent flyer status, corporate deals, or trip details. But true one-to-one pricing is not yet common.
What’s holding it back?
Real personalization requires real-time data, advanced AI pricing, and the ability to understand traveler behavior. Airlines are still building the systems and data infrastructure needed to make this happen.
What’s next?
In 2026, expect to see more segmented personalization — bundles based on loyalty, past bookings, or corporate agreements. As AI and NDC strategies mature, we’ll move toward fully personalized offers, tailored to each traveler in real time.
Modern Retailing, Amplified means delivering the right offer to the right traveler — and NDC is paving the way.
Is EDIFACT dead?
Let’s address the elephant in the room.
You may have seen headlines claiming EDIFACT is obsolete. But the truth? Reports of its death have been greatly exaggerated.
EDIFACT isn’t going anywhere
The industry is still rolling out NDC — and some airlines won’t implement it at all. Others will maintain a mix of NDC and traditional content for years to come. That means EDIFACT will remain a core part of the content mix.
We live in a multi-source content world
Successful agency retailing isn’t about ticking a box for NDC. It’s about aggregating NDC, EDIFACT, low-cost carrier content, hotel, car, cruise, and more — and making it all easy to search, compare, book, and service.
To deliver amplified modern retailing, agencies need the right technology to bring all content together in one seamless experience.
Final thoughts
NDC is more than a technical upgrade — it’s a retailing revolution. It empowers agencies to:
- Sell ancillaries more effectively
- Deliver personalized offers
- Compete with supplier-direct channels
- Build stronger customer relationships
- Offer a seamless, end-to-end booking experience
And while NDC is still evolving, platforms like Travelport+ are built to help agencies navigate the complexity and unlock the full potential of Modern Retailing, Amplified.
Continue your NDC journey with Travelport+
NDC is transforming how travel is bought and sold — and for agencies, it’s opening up new opportunities to deliver richer content, personalized offers, and seamless service across every trip.
If you missed the earlier posts, here’s a quick recap:
- Blog 1: Intro to NDC and Why It Matters for Agencies
What NDC is, why it’s not just a trend, and how it helps agencies deliver personalized, competitive offers. - Blog 3: Technical Deep Dive — How NDC Works
A behind-the-scenes look at APIs, JSON, and how platforms like Travelport+ simplify multi-source content retailing.