A Year In Review  

2025 was a landmark year for airline distribution. NDC adoption reached a tipping point in several key markets, with a growing number of airlines reporting that more than 20% of their indirect bookings now flow through NDC channels. GDS providers responded with a mix of new commercial frameworks and technology investments. 

 Key Themes of 2025  

The year was defined by three major themes — the acceleration of NDC adoption, the rise of aggregator bypass strategies, and the early impact of Agentic AI on traveller shopping behaviour. Each of these themes is explored in depth in our Distribution Insights 2025 annual report.