By James Celani-Smith, Vice President of Global Distribution, BCD Travel
First, a quick refresher: What is NDC?
Imagine you’re shopping for a flight online. Before NDC, you might see only the basics – flight time and fare. Want to select a seat, check a bag, or buy Wi-Fi? That meant extra steps or going straight to the airline’s site.
NDC changes that. It’s a way for airlines to sell flights and extras more like a retail experience – right inside your corporate booking tool or when speaking with a travel agent. Travelers can view seat maps, lounge access, meal options, and more at the time of booking, not after. NDC is a solid step in a broader shift toward modern airline retailing and personalized offers.
Why is NDC getting so much attention now?
The pace of change is accelerating. Airlines are rolling out more NDC content – including ancillaries and continuous pricing – while simultaneously removing some fare options from traditional channels. That means if your program isn’t NDC-enabled, your travelers could miss out on competitive pricing and offers.
NDC: One platform, all the content
NDC is a foundational component of BCD’s overarching commerce strategy, centered around a robust offering of multi-source content from leading aggregators, online travel agencies (OTAs), Global Distribution Systems (GDS), and supplier direct connects, including airline partnerships. The BCD Travel Commerce platform consolidates, normalizes and enriches this content, applies program intelligence, and shares it across both traveler and agent point-of-sale for a seamless retail experience.
Travelers get a smooth, user-friendly experience whether they book air, hotel, rail or car. Travel managers get better data, better compliance and better outcomes.
And with our proprietary tool TripSource® (plus third-party booking tools we support), clients get flexibility in how they deliver content to travelers.
What makes BCD’s approach to NDC different?
Today, we’re handling hundreds of thousands of NDC bookings and are connected to NDC content from 43 airlines – the majority of carriers with an active, GDS-enabled NDC offering. It’s proof that our investments are paying off for clients. Over the past decade, BCD has consistently invested millions each year to make sure NDC works for managed travel, not around it.
We also take the guesswork out of implementation. Our NDC certification process ensures that airline content meets the high standards corporate programs require – including servicing, reporting, and duty of care. When airlines are ready, we’re ready – and we turn NDC on for our clients automatically.
What travelers can expect with NDC
As more airlines bring richer content into the NDC channel, travelers can expect to see new features like:
- Paid seat selection
- In-flight Wi-Fi
- Lounge access
- Bundled offers
- More pricing options through continuous pricing
This brings a more personalized, consumer-like experience to business travel – without compromising policy or support.
What happens if companies delay NDC adoption?
Avoiding NDC adoption may lead to:
- Fare disparities: Some airlines now offer their lowest fares only via NDC.
- Missed savings: Continuous pricing allows airlines to offer more price points – so travelers may miss out on deals available only via NDC.
- Airline surcharges: Booking via traditional channels can mean added fees.
- Reduced confidence: If travelers think the company’s tools don’t show the full picture, they’re more likely to book outside the program.
How does NDC support managed travel program goals?
- Duty of care: When travelers feel confident in their options, they’re more likely to book within approved channels – making it easier to locate and assist them.
- Sustainability: Integrated booking tools help guide travelers to preferred, lower-impact options.
- Traveler satisfaction: NDC content supports a more modern, intuitive booking experience aligned with traveler expectations.
What travel managers should do now to prepare for NDC
There’s no need to overhaul your program overnight. BCD’s experts make it simple. To prepare, travel managers should:
- Review current tools and workflows for NDC-readiness
- Update policies to address ancillaries like seat upgrades or baggage fees
- Educate stakeholders on how NDC works and what to expect
- Connect with your BCD program manager to understand how your program can benefit
Final word? NDC is no longer optional – it’s the future of airline distribution. BCD makes it simple, strategic, and scalable.
Want to talk about how your program can take advantage of NDC? Let’s connect.
About the author
James Celani-Smith is Vice President of Global Distribution at BCD Travel, where he manages execution across NDC, airline retailing, booking tool partnerships, and multimodal content. Since joining BCD in 2012, he has held a variety of leadership roles – including Senior Director of Operations and Programme Management and Global Account Manager – driving savings, service enhancements, and program alignment for major clients like UBS and BlackRock.
With a career spanning Portman Travel, American Express, Carlson Wagonlit, and more, James brings a deep understanding of client relations, team leadership, and global travel strategy. He holds a degree in Marine Biology from Swansea University and completed the Impact Leadership program at Cornell University.
Follow James Celani-Smith on LinkedIn.
