Tuesday 28 January 2020

*GUEST BLOG* NDC: Why Consumer-Driven Content is King

In this blog, we'll look at why consumer-driven content is the key to driving NDC adoption, and lay out the steps needed to ensure that the promise of a truly rich and differentiated NDC content that benefits business travellers is realised.

Let’s start with the obvious: Massive investments are currently being made by all industry players to make NDC a reality. It is therefore only prudent to ensure that this capital is put to its intended use, which begins and ends with delivering content that the customer not only needs and wants, but also benefits from seeing.

So what does this rich new content look like?

To date, the enhancements being considered revolve around providing a consumer-grade user experience, access to new bundling opportunities and ancillaries, such as early boarding, preferred seating, and special meals, and adding personalized content.

These are the types of services that can be enabled through NDC, and the benefits can only be realised through industry-wide collaboration that puts consumers’ interests at the centre.

Using a test and learn approach, driven by corporate traveller feedback, ensures that the industry is building a product and capability that consumers want and can use – every step of the way.

After all, only the consumer can really certify the value of NDC-enabled content, based on its ability to address the cost, convenience, choice, and service objectives that are lacking in the current distribution model.

When the industry solves these objectives with the end traveller in mind, it will naturally result in the kind of demand that will lead to the mass adoption necessary to make NDC succeed - not only for the industry, but also (and most importantly), for the benefit of business travellers.
So, let’s assume that we now have the ability to distribute content that meets a clear and compelling need of the corporate travel community. There is still one final step to realise the potential of this industry-transforming technology standard – and that’s display.

We’ll cover modernising the way business travellers and agents consume this rich content to make an informed purchasing decision in the third and last blog in this three-part series.

Feel free to contact me if you have any questions on NDC overall, and, in the meantime – remember: content will always reign supreme.

Blog written by Erik Magnuson, Vice President, Air Distribution Capabilities, CWT.
CWT is exhibiting at Business Travel Show, register for free and visit the team on stand B230 www.businesstravelshow.com

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