Airlines Reporting Corp. recently added two new categories to its New Distribution Capability best practices resource: branded fares and loyalty.
The company in late 2023 created a working group around advancing NDC and establishing best practices, the first 20 of which it introduced in December 2024.
The first new practice recommends consistent naming and attributes of branded fares across all channels—EDIFACT, NDC and dot-com—making it easier for travelers to compare fares.
For example, "in EDIFACT, you might call something Bundle 1. In NDC, it's called Bundle 101, and on the dot-com it could be Bundle A," ARC senior manager of Direct Connect and One Order Paige Blunt told BTN. "But really they're the same opportunities, and it's really difficult for comparison shopping. … And until you drill down to know what the bundles are, you don't know that they are the same thing."
ARC's best practice calls for such offers to have the same name across all channels, so shoppers in an omnichannel environment have consistent experiences while searching, Blunt said. "Some airlines are doing it well; some airlines are not doing it so well."
The second new category, loyalty, highlights how airlines should include the relevant perks when a customer's loyalty number is provided in the shopping path. Some airlines will tell the agent up front that a fare includes a free checked bag and an upgraded seat because of status or loyalty, but others don't, Blunt said. "You have to go all the way through to the end, then once you commit to the offer, it brings you a seat map … or then says you get two free bags" when it's time to pay for the ticket.
"It's something that the agent has to be aware of and make sure the loyalty benefits are included with what's being offered to the customer," Blunt said. "So, there's a mix and match there. It's a great opportunity to try to do a little more alignment and make it where the agent doesn't have to figure out what you're trying to give them. Either show it all the way up front or make it all the same way where it's in the back. Again, it's about consistency."
The NDC group plans to have another virtual call in September, then meet in person in October, Blunt said. Some of the topics to discuss include payment loyalty—like earning a free checked bag when using certain credit cards—and the offers of additional amenity options when shopping, including meals.
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