Joe O’Dwyer Director of Distribution & Booking Channels Amex GBT In 2025, expect to see more airlines transitioning from an Electronic Data Interchange for Administration, Commerce, and Transport (EDIFACT) distribution environment, to offering a hybrid mix of both EDIFACT and New Distribution Capability (NDC)-enabled content. Amex GBT will continue to make significant investment in digital retailing, with 20 carriers already part of its NDC program, and more than 15,000 customers accessing NDC content – and with 97% of US customers on its proprietary Amex GBT Neo and Amex GBT Egencia solutions. Overall NDC progress is being driven by stronger collaboration on NDC throughout the ecosystem and an improved focus on servicing capabilities by airlines. With this comes increased levels of NDC-enabled pricing strategies such as dynamic pricing, where airlines can offer more price points and adjust airfares based on contextual information such as supply and demand, market conditions, competitors’ fares, and ‘willingness to pay’. This is a strong revenue management tool for airlines. Truly transformative change will likely be slower to evolve. Over time, we will see airlines move to offer-order management platforms - end-to-end journeys booked seamlessly in a ‘shopping basket’, potentially with no e-tickets, Passenger Name Records (PNR) or Electronic Miscellaneous Documents (EMD). Within this environment, pricing strategies can be expanded to all attributes within a dynamic bundle, for example, dynamic adjustment of lounge access price within a bundle.