Is NDC actually delivering or is this just new tech masking old issues?

It is delivering – but in patches. Execution varies widely and inconsistencies remain. The promise is richer content, personalised offers, better pricing tools and an improved traveller experience. Some technology, like continuous pricing, is moving us in that direction. But NDC isn’t a silver bullet, it’s just one of many distribution channels. Our approach is to treat NDC as we do any other content source, while shielding users from gaps in the experience.

Do you see GDS being replaced entirely or are hybrid models here to stay?

Hybrid models aren’t just here to stay, they’re necessary for the foreseeable future. GDS’ are evolving rather than disappearing and they remain critical for many TMCs, especially when managing complex itineraries, multi-segment itineraries and servicing needs. Legacy EDIFACT technology still outperforms NDC and newer APIs in these areas, making hybrid solutions unavoidable. At the same time, GDSs are adding value beyond distribution by enhancing their tech offering, which will only strengthen their relevance. 

How do we reconcile airline content control with agent needs, especially on servicing?

This is the crux of industry tensions today. Airlines want control over pricing and distribution, but agents need full servicing capabilities and workflow consistency to support travellers. TMCs also rely on robust reporting, invoicing and back-office services. The concern is that NDC could push us backwards, requiring more manual effort for the same volume. Our role is to bridge that gap, equipping agents with tools to manage NDC’s limitations and the direct connections, while developing innovative solutions for downstream process that airlines don’t address but TMCs depend on. 

How does Atriis navigate the messy reality of inconsistent NDC content but still support TMC/corporate needs?

When we built our platform, resilience to inconsistencies was a core requirement. NDC was meant to standardise, but in practice it’s the opposite so we normalise fare types, ancillaries and branded content. This ensures agents and travellers have a consistent experience and can shop intelligently even when airlines behave differently. Sometimes we deliberately expose the gaps so users can make informed choices. Most importantly, we’re not betting solely on NDC; we’re creating an environment with choice, so travellers and agents are always covered.

When every airline API behaves differently, how do you ensure a consistent user experience?

We don’t expose raw APIs to users. Atriis acts as an obstruction layer; we standardise what can be standardised, build compensating logics where necessary, and fall back on alternative content sources when functionality is missing. We invest heavily in user experience, for travellers and for agents, ensuring a consistent journey while shielding them from back-end chaos. For example, if a user rebooks a ticket, the process should be the same regardless of what’s under the hood. From day one, the aim wasn’t only to save distribution costs, though that’s a factor, but to move beyond being a commodity on a cryptic screen and give a better shopping experience. It will be a long journey but we’re heading in the right direction.

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Omri Amsalem is CEO of Atriis Technologies, an innovative managed travel technology company that is revolutionising how the managed travel industry operates and the way TMCs and corporates engage.