A discussion on New Development Capability against traditional ATPCO content distribution with Sinéad Reilly and motivational speeches by Una O’Hagan and Pádraig Ó Máille were the key events at the 2023 conference of the Irish Travel Agents Association in Antalya.
She told delegates that NDC, or New Distribution Capability, has been a major tech disrupter in the travel industry for three main reasons.
Cost: NDC aims to redefine how content is distributed by moving away from the traditional ATPCO model. However, the transition brings challenges and potential costs for airlines, aggregators, and travel companies.
Control: NDC allows airlines to shape their own APIs and deliver content through different schemas. Each airline has the opportunity to offer a unique content distribution method, which adds complexity to the ecosystem.
Content: NDC’s intention was to standardise content distribution, but in reality, each airline is shaping their own API with different playbooks. Some airlines offer a comprehensive suite of services through NDC, while others have made less convincing attempts to modernise.
Ms O’Reilly told agents to be aware of price differences in the NDC feed and the traditional pipelines, and the shortcomings of the NDC product, which was supposed to standardise and offer a uniform content distribution method. “The reality of what we’re dealing with is the opposite.”
To minimise disruption, ITAA members should take certain measures:
- Educate themselves on NDC and its implications.
- Be aware of potential commercial implications, such as content surcharges and content withdrawal from ATPCO.
- Consider options for accessing NDC content, such as direct API integration or working with aggregators like Travelport.
Responsibility for ensuring content availability primarily lies with the airlines, as they define their strategic direction. It is the agent’s responsibility to connect to the desired content, either directly or through an aggregator. Some airlines, like LHG, have been aggressive in driving NDC adoption, while others have strategic plans to implement NDC in the future.
Sinéad’s call to action is to ensure that your tech partner (GDS) is connected to the key carriers that offer differentiated content through NDC.
ITAA President Angela Walsh used one of her favourite quotes to open the conference: “if you want to go fast, go alone, if you want to go far go together.”
Tuncay Eminoglu of SunExpress announced that the airline’s frequencies would increase in 2024 to 7w Izmir and 3w Antalya (from 3w Izmir and 2w Antalya in summer 2023). Turkish tourism board member Timuçin Güler told delegates Irish tourism numbers to Türkiye had exploded since the pandemic and would reach 150,000 this year.
Keynote speaker Oonagh O’Hagan of Meagher’s pharmacy emphasised the training. She told delegate every time she was asked: “what if you train them and they leave” she replied ” what if we don’t train them and they stay.”
During a supplier panel discussion:
- Brian Hynes of the Travel Corporation urged agents not to underestimate your clients,
- Jennifer Callister of Royal Caribbean gave details of how an agent collaboration led to them running a charter aircraft to a cruise due to a seat shortage,
- Suzanne Rowe of MSC said a chance meeting at the ITAA conference had led to one of her most successful collaborations, love stories begin,
- Dave Smith reiterated TUI’s commitment to the trade and how the corporation were dealing with agent market again,
- Mary Denton of Sunway said everything comes back to training and urged agents to make sure every client had insurance before they travelled.
Galway based business mentor Pádraig Ó Máille urged business owners to “think clearly, take action and keep score” and noted a national predilection for what he called “BMW: bitching moaning whinging.” He reminded the travel trade they “don’t sell airline seats, they sell destinations.”
The conference was attended by 100 agents and suppliers. Next year’s conference will take place in Almería.
