What Kenya Airways' Newly-Launched System Means For You Buying Tickets

Kenya Airways becomes first in Sub-Saharan Africa to distribute NDC Content through Amadeus Travel Platform

Viral Tea Ke Writer Viral Tea Ke Writer
Apr 9, 2025 - 11:56 Updated: Apr 9, 2025 - 12:02
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What Kenya Airways' Newly-Launched System Means For You Buying Tickets
People queue at the Kenya Airways ticket office in Jomo Kenyatta International Airport in Nairobi, Kenya, on Monday during a strike by pilots working for Kenya's national airline Kenya Airways in November 2022. /VOA

Kenya Airways (KQ) is turning up the heat on travel technology with a bold move to modernize how it sells flights.

The national airline on Tuesday, April 8, officially launched its New Distribution Capability (NDC)-sourced content for Kenyan travel sellers via the Amadeus Travel Platform, marking a major shift in how tickets, offers, and extras are served up.

This rollout follows KQ’s adoption of Altéa NDC, Amadeus’ next-gen solution designed to give airlines full control over fare offerings, promotions, and customer experience across digital channels. In short, Kenya Airways is ditching outdated distribution tech and going full throttle into the future of personalized, flexible, and fast flight sales.

Thanks to this partnership, travel sellers plugged into Amadeus will be among the first in Africa to access Kenya Airways' complete NDC portfolio—think exclusive fare bundles, tailored add-ons, and faster booking experiences.

Kenya Airways aircraft at Jomo Kenyatta International Airport. /KENYA INSIGHTS

Julius Thairu, Chief Commercial and Customer Officer, Kenya Airways, hailed the move, stating, “This is a significant milestone for Kenya Airways as we continue to innovate and enhance our travel retailing capabilities."

"Amadeus has been at the forefront of driving NDC adoption across the global travel ecosystem and was therefore the natural choice for this step on our distribution journey. We are very happy to be able to offer our full range of NDC content through Amadeus’ leading technology and to its travel sellers’ network," he remarked.

Christophe Roux, SVP Airlines, Middle East, Turkey and Africa, Amadeus, further added that Kenya Airways was among the first airlines in Africa to understand the value that NDC technology could offer for its customers, terming this "a pleasure to help that retailing ambition come to life."

"We are very proud that Kenya Airways has trusted Amadeus end-to-end to enable its modern retailing strategy. With Kenya Airways’ NDC content live on the Amadeus Travel Platform, the airline will benefit from significant reach throughout the global community of travel sellers, which again will have the ability to create the bespoke, personalized offers travelers of today expect," he weighed in.

What Is New Distribution Capability (NDC-sourced) Content?

New Distribution Capability (NDC) is a modern data exchange standard developed by IATA (International Air Transport Association). It is like upgrading from a flip phone to a smartphone for how airlines share and sell flights and services through third parties (like travel agencies or platforms like Google Flights or Expedia).

N.B.: “NDC-sourced content” refers to airline offers (flights, prices, seat options, baggage, Wi-Fi, etc.) that are created and distributed using this new tech standard.

Right now, many airlines still use old-school systems (called GDS – Global Distribution Systems) that were designed back when the internet was a baby. These systems are rigid and can’t handle all the personalized or dynamic offers that airlines now want to sell.

Why It Matters

Here's how NDC benefits you as a traveler:

1. More Personalized Offers

Airlines can show customized pricing and packages based on your preferences or loyalty status. Example: If you usually fly with carry-on only, you might get offers that skip the checked-bag upsell and give you a better base price.

2. Real-Time Inventory + Richer Info

You'll see real-time seat availability, fare rules, cabin images, and even videos—no more confusing codes like "W fare = no refund." This means fewer surprises and more transparency about what you're buying.

3. More Add-On Options, Straight from Airlines

Want Wi-Fi, premium meals, lounge access, or extra legroom? NDC lets airlines sell these directly in one smooth booking process, even through third-party sites. No need to jump through hoops after you’ve booked just to add a bag.

4. Better Deals (Sometimes)

Because airlines can now bypass outdated GDS fees and restrictions, they can offer exclusive content or discounted fares through NDC channels. Some airlines are already doing this through cheaper flights if you book via their NDC-enabled partners.

5. Consistent Experience Across Platforms

The experience you get on the airline’s own website could now be replicated on your fave travel site or agency. No more “Why can’t I select a seat here, but I can on the airline's site?” drama.

Real Talk: Disadvantages

NDC, while a game-changer, can be a disruptor, and sometimes, it can get messy. For instance, some travel agencies or platforms aren’t fully ready yet, so not all content is available everywhere.

Furthermore, if you're used to comparing all airlines on one site, you might start seeing gaps or weird limitations. Also, some critics claim that NDC could fragment the shopping experience before it gets better.

Why NDC Is Valuable For Airlines Now

Airlines are pushing hard toward NDC because:

  1. It gives them more control.
  2. It reduces middleman fees.
  3. It lets them be more flexible with offers.

For passengers, it means more transparency, customization, and potentially better prices, especially if you book through channels that support NDC. It is like finally moving air travel into the era of Spotify and TikTok—real-time, on-demand, and tailored to you.

What Platforms Already Support NDC?

A wide range of platforms are leading the adoption of New Distribution Capability (NDC) to modernize air travel retailing. Major Global Distribution Systems (GDS) like Sabre, Amadeus, and Travelport now offer integrated NDC content from numerous top airlines, enhancing efficiency and personalization for travel agents.

Travel technology providers such as Duffel, Travelfusion, and AirGateway enable direct access to NDC content, streamlining connections between agencies and airlines.

Some airlines, including United and American Airlines, have developed their own NDC-enabled platforms to deliver tailored offers and tools to travel sellers.

Additionally, expense and data management platforms like Concur, Expensify, and Traxo are integrated with NDC to support seamless booking and reporting. Together, these players are transforming the travel experience with richer, more dynamic content and greater customization for travelers.

Kenya Airways says that once fully rolled out, travel sellers across the globe will be able to tap into their complete NDC content, empowering agents to craft more dynamic and engaging travel deals.

Kenya Airways Terminal at the Jomo Kenyatta International Airport (JKIA) in Nairobi. /KENYAN WALLSTREET

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