Airline distribution has been transformed on a grand scale over the past ten years. From hard, fare-based models to customer-centric retailing models, the transformation has been spurred by passenger demand and technology. But most airlines still struggle with control of content, price flexibility, and scalability by sales channel. IATA's New Distribution Capability (NDC) was the tipping point — but it's platforms like OpenNDC which enable real transformation to happen.
We examine in this blog the history of airline distribution, and how OpenNDC is filling the gaps left behind by legacy systems by riding on NDC standards. We will also outline what is OpenNDC, how OpenNDC operates, and why it's the preferred option for next-generation, agile airline retailing.
Airline Traditional Distribution: A Brief Overview
Historically, airline distribution was based on global distribution systems (GDS) and narrow communication protocols. These were not designed for personalization or retail innovation. Consequently, airlines did not have much control over how their products would be presented, priced, or differentiated.
The Transformation: What is New Distribution Capability (NDC)?
To transform the way airlines sell, IATA launched New Distribution Capability (NDC) — a communication standard by which airlines may provide rich, personalized offers in real-time.
NDC enables airlines to:
Provide dynamic, context-based prices
Provide rich content such as seat maps, baggage preferences, and branded fare images
Run ancillary services and bundles in tandem
Enhance data sharing for more effective customer targeting
Have control over offer creation and delivery
NDC laid the technical basis, but to make it successful required more than compliance. Enter OpenNDC.
What is OpenNDC?
OpenNDC is a start-from-scratch, next-generation air travel tech platform optimized to fuel and scale New Distribution Capability. It's not merely an NDC connect tool — it's a full-stack solution for new airline retailing that integrates offer creation, order management, dynamic pricing, and content distribution into an intelligent ecosystem.
By connecting directly with the airline's systems (PSS, pricing, ancillaries, loyalty), OpenNDC allows end-to-end NDC functionality coupled with the resolution of hard business and operational problems.
How OpenNDC Functions to Fill Distribution Gaps
The world needed a solution that could make complexity simpler, handle centrally, and scale distribution. That is precisely the mechanism through which OpenNDC functions — by filling the gaps left behind by old platforms.
1. Intelligent Offer Management
OpenNDC facilitates the construction of real-time personalized offers. Dynamic fare, ancillary bundles, or loyalty promotions — the platform responds in real time to passenger action and market demand.
2. Integrated API Infrastructure
Unlike isolated solutions, OpenNDC is based on integrated API infrastructure that ties together various services — from booking to payment — as an integrated continuum.
3. Rich Content Enablement
With OpenNDC, the carriers are able to provide branded fare images, baggage information, seating information, and service icons. It renders shopping transparent, visual, and informative.
4. Dynamic Pricing Engine
The platform has sophisticated pricing rules based on time, route, passenger class, and market demand. Such flexibility generates more revenue while providing more individualized choice to passengers.
5. Full Order Lifecycle Management
From reservation to servicing, refunds and amendments, OpenNDC navigates the entire order life cycle to NDC-compliant standards — consistent and automated.
How OpenNDC Solves Key Market Challenges
One of the primary distinctions is how OpenNDC solves key market challenges and reacts with quick, scalable solutions.
Challenge 1: Disjointed Distribution Ecosystems
OpenNDC Solution:
Through bringing all elements together into a single, centralized system, OpenNDC provides consistent content and pricing on every channel of distribution.
Challenge 2: Static Offers and Lack of Personalization
OpenNDC Solution:
Traveler data is used to create personalized, context-based offers by OpenNDC.
Challenge 3: Blindness to Brands
OpenNDC Solution:
Rich content delivery enables airlines to reveal their brand value — with images, branded fares, and responsive packaging.
Challenge 4: Time-to-Market Delays
OpenNDC Solution:
Pre-configured modules and open APIs enable airlines to introduce new products, routes, or promotions quickly without requiring much development time.
Challenge 5: Siloed Fulfillment Processes
OpenNDC Solution:
A single, integrated order management platform makes it simple to book, serve, and settle — shaving time and avoiding human error.
The Evolution in Action: Legacy to Leadership
Air carriers using OpenNDC are seeing off-the-charts increases in customer satisfaction and operational efficiency. By shedding the limitations of legacy and adopting intelligent, nimble retailing processes, they are better positioned to:
Launch targeted promotions
Enhance ancillary sales
React to real-time changes in markets
Create brand loyalty through direct, customized experiences
OpenNDC enables airlines to transform from fare distribution companies to smart travel retailers.
Conclusion
The airline industry distribution environment is changing at a breathtaking rate — and so should the technology behind it. Although New Distribution Capability has set the stage for innovation, it is products like OpenNDC that make the change profitable, responsive, and scalable.
Whether you need to make complex operations easier, provide customized travel experiences, or drive profitability, OpenNDC fills the gaps created by legacy systems. It is the next evolution in airline retailing — one in which simplicity reigns supreme, control is king, and customer obsession is the norm.