The travel industry has consistently adapted, innovated, and redefined itself in response to technological advancements and changing societal demands. While it has done so slower than most industry insiders would like, the shifts that have taken place have substantially impacted the traveller experience. Today, we’re witnessing another significant shift, characterized by the dual forces of personalized flight itineraries through NDC and the increased importance of sustainability.
From GDS to NDC: A Personalized Travel Revolution
Most tickets today are sold through one of 3 Global Distribution Systems (GDS). They compile airline schedules, fares, seat availability, and act as an intermediary between airlines and travel agencies. However, it’s a system that often provided a one-size-fits-all solution to diverse traveler needs that has limited the offers an airline can put forth. Enter the New Distribution Capability (NDC). This modern technology, endorsed by the International Air Transport Association (IATA), promises to disrupt the traditional paradigm. What does this mean for the average traveler? It translates to a more tailored shopping and flying experience. Depending on one’s loyalty accounts and preferences, NDC can offer customized bundles, special promotions, and packages that resonate on a personal level.
Moreover, this shift also allows the airlines to pass through a lot more information to online travel agencies, traditional agencies, and ultimately the traveller. Information about lounge access bundles, on time performance, baggage fees, in-flight amenities, legroom, cabin pictures, and more can be passed through NDC. Such depth of detail empowers travelers to make decisions based not just on ticket price, but on the entire value proposition. Thus, when a traveler contrasts offerings between a low-cost airline and a full-service carrier, they’ll clearly discern that a 20% fare difference isn’t arbitrary; it’s a reflection of tangible differences like legroom, baggage fees, wifi availability, and numerous other facets of the travel experience.
The change in information passed through the many suppliers involved in the travel distribution chain will ultimately result in online travel agencies as well as flight metasearch engines (like Kayak and Skyscanner that aggregate prices from online travel agencies) having to display this information. As travellers we’ll see substantial changes in user interfaces happen to accommodate this extra information, and hopefully through better informed decisions have better flight experiences.
The Rising Tide of Sustainability in Travel
Travel, in its essence, is about connecting with the world. As such, there’s an increasing awareness and responsibility towards preserving the very world we explore. However, translating this sentiment into action at an individual level has been challenging. Leaving aside that various travel data suppliers calculate carbon emissions differently and then the complex world of carbon offsets, there are structural changes happening in the industry to reduce carbon emissions – in whatever way you decide to count them. A key change is taking a broader look at what constitutes a trip, from just the flight to encompassing a door-to-door approach and acknowledging the possibility for various modes of transportation.
Airports and the Multimodal Approach
Airports, traditionally seen as gateways to distant lands, are undergoing a paradigm shift in their role and functionality. The push towards sustainability has necessitated a broader view of transportation, as is evidenced by more and more airports integrating with rail networks. Enter the innovative concept of multi-modal virtual interlining.
While it sounds technical, its implications are rather straightforward and transformative. Imagine planning a journey from a small town in Europe to a major city in Asia. Instead of just considering flights, this approach would look at the entire journey: a train ride to a major European hub, a flight to Asia, and perhaps even a bus or local train at the destination. All these elements, while potentially involving multiple tickets, are presented under a cohesive single itinerary. This not only has the potential to reduce carbon footprints but also offers travelers potentially more convenient and often cheaper options. To carry this out however requires online travel agencies offering these itineraries to upgrade systems to create these itineraries themselves instead of just asking airlines for an A to B itinerary.
Conclusion
As the travel industry evolves, it’s clear that the future is both personalized and sustainable. NDC offers a magnifying glass, revealing the intricate details and hidden values in travel offers, enabling consumers to make decisions that resonate with their preferences and values. Simultaneously, the industry’s move towards sustainability ensures that these choices are in harmony with the environment. The road ahead promises rich experiences, crafted thoughtfully for the individual while being mindful of our collective responsibility to the planet.