The future of travel distribution: A conversation on NDC with Kathy Morgan of Sabre
As the travel industry evolves, adopting New Distribution Capability (NDC) standards is revolutionizing how airlines, travel agencies, and corporations access and manage travel content. In this insightful conversation from the GBTA Convention in Atlanta, Serko’s Head of Product for Managed Travel, Lilly Mannerswood from Zeno talks with Kathy Morgan, SVP of Product Management at Sabre, about the current state of NDC adoption, the progress made by Sabre, and the importance of collaboration across the travel ecosystem. Watch the video to learn more about the benefits, challenges, and future strategies for NDC in the corporate travel space.
NDC adoption in 2024: A pivotal year
Kathy highlights that 2024 is shaping up to be a pivotal year for NDC adoption. With 21 airlines already live in production and an expected increase to 35 by the end of the year, the momentum is undeniable. This growth is not limited to airlines; approximately 30,000 agencies have activated NDC, contributing to a remarkable 800% year-over-year growth in NDC bookings. These figures underscore the increasing significance of NDC in the travel industry.
Benefits and challenges: Navigating the NDC landscape
The adoption of NDC brings numerous benefits, such as access to a broader range of content, which is crucial for corporate travelers. NDC enables travelers and corporations to access the specific content, brands, and bundles they need, ensuring a more tailored travel experience. However, the road to widespread adoption has its challenges. Implementing NDC requires significant effort across the entire travel ecosystem—from corporations and Travel Management Companies (TMCs) to online booking tools and travel agencies. The process involves new booking flows, updated points of sale, and overcoming performance challenges. Despite these hurdles, the progress made so far is promising.
Strategic initiatives: Sabre's commitment to NDC Leadership
As a leader in NDC distribution, Sabre Corporation is focusing on key strategic initiatives to strengthen its position. One of the main focuses is developing a unified platform that provides seamless access to various content sources, including traditional and low-cost carriers. Sabre emphasizes the importance of efficient content integration, ensuring that operational systems, agent point-of-sale, and data elements work harmoniously to provide a robust performance solution.
Collaboration: The key to NDC success
Kathy stresses collaboration across the travel ecosystem is essential for NDC's success. Sabre has established an NDC customer advisory board, which includes agencies, corporations, airlines, and technology providers. This forum facilitates dialogue and collaboration, helping to address industry challenges, evolve standards, and implement practical solutions. This collaborative approach has been a critical success factor for Sabre's progress with NDC.
This conversation highlights the significant strides in NDC adoption and the collaborative efforts required to navigate the challenges. As NDC continues to reshape the travel industry, the commitment to innovation and collaboration among key stakeholders will be crucial in driving its success.
Watch the video to gain more insights into the future of travel distribution and how NDC is paving the way for a more connected and efficient travel ecosystem.
