NDC Content Gap Is Already Affecting OTA Conversion Rates, Industry Warns

Airlines are shifting premium fares and bundles behind NDC channels, leaving non-integrated OTAs with a thinner product PUNE, India — Online travel agencies without NDC connectivity are increasingly showing customers a narrower and often more expensive set of fare options than NDC-integrated competitors, according to JR Technologies, as airlines continue shifting premium content behind NDC channels. The gap is not a future risk but a present one, the company notes, with measurable effects on conversion rate and price competitiveness for OTAs still relying solely on traditional GDS aggregation. A common strategic mistake, according to JR Technologies, is treating NDC integration as a separate project per airline, which multiplies engineering effort with every new carrier added. The company's Thomalex NDC platform is designed to serve as a single aggregation layer that normalizes offers from multiple airlines into one integration point, while ensuring refunds and exchanges function consistently for customers regardless of whether their fare originated through NDC or GDS channels. As more airlines prioritize NDC distribution for their richest content, industry observers expect NDC integration to become a baseline requirement for competitive OTA operations rather than a differentiator. About JR Technologies JR Technologies delivers travel technology and operational services for airlines, travel management companies, and online travel agencies, including the Thomalex OTA, TMC, Wholesale, and NDC platforms, the Aerostream solution, and Travel Bridge Services covering reservations, revenue accounting, ADM/ACM management, revenue assurance, and loyalty administration. Media Contact JR Technologies Communications  |  jrtechnologies.com/company/contact-us