The conversation about NDC has moved on. It’s no longer about what’s coming, it’s about what’s already here. Airlines are distributing differently, content is evolving fast, and travel managers are navigating a more complex buying landscape.
As a global leader in travel management, at ALTOUR, we’ve seen this shift up close. NDC has introduced new opportunities and new challenges. But one thing hasn’t changed: our focus on the traveler experience and our commitment to giving clients access to the best possible content, whether that’s via NDC or traditional EDIFACT channels.
What is NDC content?
New Distribution Capability (NDC) is a standard developed by IATA to modernize the way airlines sell their products. It replaces the legacy GDS model (EDIFACT) that’s been used for decades. Instead of static fare filings, NDC uses modern APIs to deliver richer, more flexible offers directly from airlines.
In practice, that means fares, seat options, baggage, upgrades and extras can be packaged dynamically and tailored to the traveler. It’s about turning air content into retail, giving more control for airlines and, potentially, more choice and transparency for travelers and travel buyers.
How the market has changed
NDC has become a standard feature of airline retailing. Carriers are using it to create dynamic offers, personalized bundles and exclusive fare types that don’t always appear in traditional systems. It’s brought flexibility and creativity to airline distribution, but also complexity for travel buyers trying to maintain visibility, compliance and service standards.
Airlines now push a growing share of their most competitive fares through NDC channels, while still maintaining legacy content through the GDS. In some cases, surcharges are being added to EDIFACT bookings, or certain fare types are withdrawn entirely from older systems. The result is a mixed ecosystem where both models coexist, and where clients need a partner who can navigate both effectively.
The biggest learning so far is that NDC has not replaced traditional distribution; it has layered onto it. The market now operates in dual mode. That’s why ALTOUR’s approach is to integrate, not separate, ensuring clients always see a full and fair picture of available options.
Where the industry stands in 2025
In 2025, more than 60% of airlines have implemented some level of NDC capability. But the reality is still mixed. Some carriers are fully retailing through NDC, while others are experimenting with limited routes or fare types.
According to IATA’s Airline Retailing Maturity Index, adoption will keep building as airlines transition to a full “Offer and Order” model, a future where every part of the travel journey, from booking to servicing, is unified under one order ID. Industry analysts expect that transition to take until the end of the decade.
For travel programs, this means a hybrid environment: a blend of legacy GDS and NDC content, depending on supplier readiness and your booking platform’s capabilities.
Keeping travelers and clients first
As NDC adoption has accelerated, our role has evolved, but our philosophy has stayed the same. Every decision we make starts with two questions:
- Does this improve the traveler experience?
- Does this protect the client’s program objectives?
That’s the filter we apply to every distribution change, supplier rollout or technology integration. By integrating NDC within our technology ecosystem, we ensure you get the lowest logical fares.
At ALTOUR, that means three things in practice.
First, we maintain neutral content access. We don’t priorities a channel because it’s new, we priorities it because it’s right for your program. If a fare or bundle is available only via NDC, we make sure you can access it. But we also keep EDIFACT content live where it offers better visibility, reporting or servicing.
Second, we focus on service parity. NDC fares must be as easy to manage as traditional ones. Travelers shouldn’t notice the difference when they need to change, refund or rebook. That’s why we continue to invest in the right tools (such as AI Book), partnerships and training to make servicing seamless across both environments.
Third, we protect program integrity. Policy controls, duty of care, reporting and analytics need to function consistently across all booking types. We make sure NDC doesn’t disrupt the compliance or insights your business depends on.
The real-world experience so far
Travelers are already seeing the impact of NDC in subtle ways, more fare bundles that include extras like Wi-Fi or priority boarding, more variety in seat and service options, and sometimes, small price differences between channels.
For travel managers, the change is more visible. Pricing can be dynamic, not static. Content may appear in one tool but not another. And the servicing of some NDC fares can still be less flexible than legacy ones.
This is where the role of a TMC matters most. Our job is to remove that friction, to make sure your travelers get a smooth experience regardless of how the fare was sourced, and that you retain full visibility into every booking.
Lessons learned
Across the market, there’s a shared recognition that NDC has shifted from experiment to standard. At ALTOUR, we prioritize how we deliver it. NDC isn’t about chasing innovation for its own sake. It’s about ensuring every change in distribution ultimately benefits clients and travelers. We believe in progress with purpose, and we engage directly with our technology partners and airline suppliers to keep those standards high.
The opportunity ahead
NDC has made air travel retailing more dynamic and data-driven. That brings benefits for clients who can capitalize on it, accessing richer content, better visibility into ancillary value, and more leverage in supplier negotiations. But it also means more complexity to manage.
That’s why ALTOUR’s approach is deliberate. We help clients pilot and adopt NDC content in ways that are practical, not disruptive. We track cost implications, traveler sentiment and service performance. And we build the integrations that keep both channels — NDC and EDIFACT, working side by side until the market fully matures.
Our aim is simple: give you the confidence that whatever content source sits behind your booking, your traveler is supported, your program data is intact, and your policy goals are protected.
Questions to start asking
If you’re reviewing your airline strategy or preparing for 2026 budgets, start by asking:
- Which of your preferred airlines are NDC-enabled today?
- Are you missing out on exclusive content or lower fares by staying in legacy channels?
- Can your booking platform service NDC bookings efficiently?
- How will NDC content be tracked, reported and reconciled with policy?
These are the right conversations to have with your ALTOUR Account Manager.
Preparing your travel program for NDC
If you’re yet to adopt NDC. Audit your key airline routes, understand where NDC content adds value, and test it in controlled environments. We recommend starting with a small pilot, perhaps a single market or airline to benchmark cost and traveler experience.
From there, you can expand once your technology stack and servicing processes are ready. That’s how we’re helping our clients evolve confidently, not reactively.
Looking forward
NDC has already reshaped how airlines sell and how travel programs buy. But while technology has changed, the fundamentals of great travel management haven’t.
At ALTOUR, we’ll continue to put your travelers first, ensuring they’re cared for before, during and after every trip. We’ll continue to give you transparent access to all available content, so you never miss the best options or value. And we’ll keep pushing for an ecosystem that balances innovation with reliability, because that’s what builds trust in the long run.
NDC may have changed the tools. But our focus remains exactly where it always has: on delivering a seamless experience, smart program insights and complete confidence that ALTOUR has every detail covered.
Next steps
If you’re looking to level up your corporate travel program with smarter tools, value driven client support and 30+ years of business travel expertise, book a consultation with one of our team.
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The ALTOUR Way
At ALTOUR, we’re committed to delivering a Better Way for business travel – seamless, smarter, and more successful. As a global leader in travel management with over 30 years of experience, presence in more than 90+ countries, and unmatched buying power, we leverage cutting-edge technology to connect your team and drive results.
What you should expect from ALTOUR
- Transparency — we’ll show you where content is NDC only, where EDIFACT is stronger, and provide side-by-side comparison.
- Seamless traveler experience — we’ll make sure disruptions, changes and servicing behave consistently, no matter the fare source.
- Flexible route strategies — we’ll map which airlines and routes have strong NDC options, and guide your sourcing strategy accordingly.
- Data you can use — detailed breakdowns so you can evaluate how NDC is performing (attach rate, price delta, policy impact).
- Continuous evolution — we’ll stay plugged into industry standards, airline APIs, and best practices, so your program doesn’t lag.
