If you’ve ever had to explain to a client why their seat request vanished…
Or lost hours chasing down “phantom” fares…
Or juggled three systems just to change one itinerary…
You know the pain points at the heart of today’s airline booking ecosystem.
The industry is talking about Modern Airline Retailing (MAR) as an evolving vision for how travel content could be built, sold and serviced in years to come. Yet with so much noise around NDC, ‘one order’, APIs and digital identity, it can be hard to separate theory from immediate reality.
In this webcast + podcast from WTAAA in collaboration with Amadeus, featuring Otto de Vries (WTAAA) in conversation with Ludo Verheggen (Amadeus), we explore MAR honestly: What are its goals? What operational headaches does it hope to solve? Which parts are already taking shape… and where is there still uncertainty for agents on the ground?
Whether you’re at a TMC managing complex servicing or an independent advisor watching tech trends reshape your business model, this session gives you context, so you can prepare strategically for what comes next.
Everyone keeps saying “Modern Airline Retailing.” What does that actually mean for someone booking flights every day?
Think of it this way: instead of wrestling with cryptic codes and hoping three different systems talk to each other, you get one streamlined process. Modern Airline Retailing (MAR) is IATA’s plan to make airline booking work more like normal online shopping. Dynamic offers that actually reflect what’s available, one record that everyone works from, and processes that make sense without a decoder ring.
Modern Airline Retailing brings three big things together:
Retailing with Offers: Build smarter offers using dynamic pricing + richer content.
Delivering with Orders: Replace today’s messy patchwork of PNRs, tickets & EMDs with one clean record.
Digital Identity: Streamline how travellers are recognised—from booking to boarding
Together, these pieces aim to fix the legacy issues you deal with daily: fragmented data, limited visibility across systems, clunky servicing flows—and yes, those mystery seat requests that somehow disappear mid-itinerary.
Modern Airline Retailing brings three big things together:
Retailing with Offers: Build smarter offers using dynamic pricing + richer content.
Delivering with Orders: Replace today’s messy patchwork of PNRs, tickets & EMDs with one clean record.
Digital Identity: Streamline how travellers are recognised—from booking to boarding
Together, these pieces aim to fix the legacy issues you deal with daily: fragmented data, limited visibility across systems, clunky servicing flows—and yes, those mystery seat requests that somehow disappear mid-itinerary.
I’m already dealing with NDC headaches. How is MAR different from what I’m struggling with now?
NDC was just the first piece: getting richer content from airlines. But it’s been messy because every airline implemented it differently. MAR is the bigger picture: fixing the entire workflow from shopping to servicing.
The key difference? First of all, airlines have learned from the mistakes that were made when NDC was launched: there needs to be a much closer collaboration with all ecosystem partners from day 1 to ensure the transformation brings value to all actors. And secondly, technology partners like Amadeus are actually “standardising the standard” – taking all those different NDC versions and making them work the same way for you. Plus, MAR addresses what happens AFTER you book: unified records, real-time settlement, simplified servicing. NDC got you in the door; MAR is redesigning the whole house.
The key difference? First of all, airlines have learned from the mistakes that were made when NDC was launched: there needs to be a much closer collaboration with all ecosystem partners from day 1 to ensure the transformation brings value to all actors. And secondly, technology partners like Amadeus are actually “standardising the standard” – taking all those different NDC versions and making them work the same way for you. Plus, MAR addresses what happens AFTER you book: unified records, real-time settlement, simplified servicing. NDC got you in the door; MAR is redesigning the whole house.
What problem is “One Order” trying to solve?
Today when you book an airline ticket:
You’re creating a PNR
The airline creates its own PNR
A ticket is issued
An EMD might be added… …and all those things sit in different places.
That leads to:
Sync issues between systems
Confusion during disruptions or servicing
Manual work just to figure out what’s valid
“One Order” replaces all of that with a single order record per traveller journey—everything they’re entitled to in one place: flights, ancillaries, payment info, it travels together from start to finish.
It means fewer errors. Faster changes. Easier self-service options (for your clients or your team). And less time spent reconciling which system said what.
You’re creating a PNR
The airline creates its own PNR
A ticket is issued
An EMD might be added… …and all those things sit in different places.
That leads to:
Sync issues between systems
Confusion during disruptions or servicing
Manual work just to figure out what’s valid
“One Order” replaces all of that with a single order record per traveller journey—everything they’re entitled to in one place: flights, ancillaries, payment info, it travels together from start to finish.
It means fewer errors. Faster changes. Easier self-service options (for your clients or your team). And less time spent reconciling which system said what.
So will this kill off the PNR?
Eventually? Yes. Immediately? No.
We will be living in a hybrid world for many years to come where some bookings use legacy processes and others use modern ones like NDC/Orders. That’s why Amadeus have built something called the Smart PNR.
We will be living in a hybrid world for many years to come where some bookings use legacy processes and others use modern ones like NDC/Orders. That’s why Amadeus have built something called the Smart PNR.
What’s a “Smart PNR” and why should I care?
Think of it as a bridge between today’s chaos and tomorrow’s simplicity. A Smart PNR can hold everything – NDC flights, regular GDS flights, hotels, cars, insurance – in one record that works with your existing systems.
So instead of managing separate bookings across multiple systems, you get one place to see the whole trip. It’s still a PNR (so your current tools still work), but it’s smart enough to handle all the new content types coming online.
So instead of managing separate bookings across multiple systems, you get one place to see the whole trip. It’s still a PNR (so your current tools still work), but it’s smart enough to handle all the new content types coming online.
Is Amadeus really making it easier… or just shifting complexity elsewhere?
They’re actually doing some heavy lifting behind the scenes so you don’t have to juggle inconsistent airline implementations yourself:
Normalising content from over 30+ airlines using different versions of NDC
Creating consistent shopping & servicing flows across carriers
Building guided interfaces so agents don’t need custom training per airline
As Ludo Verheggen put it: “We cannot expect travel sellers around the world to learn how one carrier does exchanges differently from another.”
So yes, it still requires change, but they’re working hard on making that change manageable at scale across platforms like Selling Platform Connect and APIs used by TMC tech stacks worldwide.
Normalising content from over 30+ airlines using different versions of NDC
Creating consistent shopping & servicing flows across carriers
Building guided interfaces so agents don’t need custom training per airline
As Ludo Verheggen put it: “We cannot expect travel sellers around the world to learn how one carrier does exchanges differently from another.”
So yes, it still requires change, but they’re working hard on making that change manageable at scale across platforms like Selling Platform Connect and APIs used by TMC tech stacks worldwide.
Why can’t I use cryptic commands for NDC content? Are you just trying to force me to learn new systems?
Actually, it’s technically impossible. Here’s why: cryptic commands were built for simple, static and very granular transactions – like “quote price for RBD “X”” But modern airline offers are dynamic bundles with context-dependent pricing that changes based on who’s traveling, when they’re booking, what they’ve bought before.
You can’t squeeze “show me personalised bundles for a family of four traveling for leisure in three weeks with a preference for extra legroom” into “AN LHRJFK.” The old command structure just can’t handle the complexity that makes this content valuable.
You can’t squeeze “show me personalised bundles for a family of four traveling for leisure in three weeks with a preference for extra legroom” into “AN LHRJFK.” The old command structure just can’t handle the complexity that makes this content valuable.
Will I have to completely relearn how to do my job?
The good news? The complicated parts get simpler. Instead of memorising dozens of cryptic commands, you get guided workflows that walk you through each step. Instead of translating “RBD J” for clients, you show them “Business Class with lounge access and priority boarding.”
The learning curve is more about unlearning unnecessarily complex processes than mastering new ones. Though yes, you’ll need to get comfortable with graphical interfaces instead of command lines for new content.
The learning curve is more about unlearning unnecessarily complex processes than mastering new ones. Though yes, you’ll need to get comfortable with graphical interfaces instead of command lines for new content.
How will disruption management actually work with “One Order”?
This is where it gets really practical. Today, when a flight gets cancelled, you might be working with outdated information while the airline updates their system and the passenger gets different info on their app.
With One Order, everyone sees the same real-time information instantly. When the airline makes a change, you see it immediately. When you make a change, it updates everywhere. No more phone calls to figure out what’s actually happening with a booking.
With One Order, everyone sees the same real-time information instantly. When the airline makes a change, you see it immediately. When you make a change, it updates everywhere. No more phone calls to figure out what’s actually happening with a booking.
What about all those additional services airlines keep pushing? Will they be easier to sell and manage?
Much easier. Instead of cryptic SSR codes, you’ll see actual descriptions of what you’re selling. Instead of wondering if the seat selection went through, you’ll have real-time confirmation. And instead of separate processes for meals, seats, bags, and extras, it all flows through the same intuitive interface.
Ludo mentioned this specifically: upselling and cross-selling become much more natural when you can actually see what you’re offering and confirm it’s been added to the booking.
Ludo mentioned this specifically: upselling and cross-selling become much more natural when you can actually see what you’re offering and confirm it’s been added to the booking.
My back-office systems are finally working well. Will MAR break everything?
This is exactly why Amadeus is building bridges. The Smart PNR, for example, still works with your existing processors and back-office tools. The transition is designed to be gradual, not a rip-and-replace.
But Ludo was clear: start having conversations with ALL your tech partners now. Ask your mid-office providers, reporting tools, automation systems – are they ready for order-based records? Can they handle the new settlement processes? Better to know now than be surprised later.
But Ludo was clear: start having conversations with ALL your tech partners now. Ask your mid-office providers, reporting tools, automation systems – are they ready for order-based records? Can they handle the new settlement processes? Better to know now than be surprised later.
We’re already struggling with NDC training for our team. What’s realistic for MAR adoption?
Start with NDC in your graphical interface – even for small-volume carriers. This gets your team comfortable with the new workflows without pressure. The interface improvements Amadeus keeps adding based on user feedback are making this easier.
For MAR specifically, focus on understanding the concepts first. When Smart PNRs launch (second half of this year), try them for simple bookings. Build confidence gradually rather than trying to switch everything at once.
For MAR specifically, focus on understanding the concepts first. When Smart PNRs launch (second half of this year), try them for simple bookings. Build confidence gradually rather than trying to switch everything at once.
We’re How do I know if my agency should be an early adopter or wait and see? struggling with NDC training for our team. What’s realistic for MAR adoption?
Honestly? If you’re still struggling with basic NDC, focus there first. But if you’re comfortable with NDC and want competitive advantages, early adoption of MAR concepts (especially Smart PNRs) could differentiate you.
Early adopters are already seeing benefits: access to content that wasn’t available before (like properly bookable LCCs), smoother operations, fewer manual interventions. But only move as fast as your team can handle without compromising service quality.
Early adopters are already seeing benefits: access to content that wasn’t available before (like properly bookable LCCs), smoother operations, fewer manual interventions. But only move as fast as your team can handle without compromising service quality.
Will this actually make my job easier or just… different?
Ludo was honest about this: it’s designed to make things easier by eliminating unnecessary complexity. Fewer errors from synchronisation issues, less time spent on manual workarounds, more time for actual client service.
But there’s a transition period where you’re managing both old and new systems. The promise is real efficiency gains, but you’ll earn them by investing in change management upfront.
But there’s a transition period where you’re managing both old and new systems. The promise is real efficiency gains, but you’ll earn them by investing in change management upfront.
What new revenue opportunities are we actually talking about?
Concrete examples Ludo mentioned:
More or new LCC content (like Indigo content now available through Amadeus)
LCC interlining that actually works
Dynamic bundles you couldn’t access before
Better upselling tools with visual interfaces showing exactly what you’re offering
Virtual interlining opportunities coming online
Reduced errors means fewer ADM hits and client service recovery costs
More or new LCC content (like Indigo content now available through Amadeus)
LCC interlining that actually works
Dynamic bundles you couldn’t access before
Better upselling tools with visual interfaces showing exactly what you’re offering
Virtual interlining opportunities coming online
Reduced errors means fewer ADM hits and client service recovery costs
Timeline reality check: when will this actually affect my daily work?
NDC is affecting you now if you’re not already using it. Amadeus Smart PNRs launch globally in second half of 2025. One Order implementations are starting with select airlines. Full industry transformation? Ludo says it’s a multi-year journey.
The key is building capability now so you can capitalize on opportunities as they emerge, rather than scrambling to catch up when clients start expecting these improved services.
The key is building capability now so you can capitalize on opportunities as they emerge, rather than scrambling to catch up when clients start expecting these improved services.
Should I be worried about getting left behind?
More like: should you be excited about getting ahead? Agencies that understand MAR now will be better positioned when clients start expecting this level of service. The transformation is happening whether you’re ready or not – better to shape it than react to it.
What’s the one thing I should do Monday morning after watching this?
If you haven’t started using NDC content in your graphical interface, start there. Pick one small-volume airline and master the workflow. If you’re already doing NDC, start conversations with your tech partners about MAR readiness.
And honestly? Download that Amadeus whitepaper. Understanding the technical underpinnings will make you smarter than most people talking about this stuff right now.
And honestly? Download that Amadeus whitepaper. Understanding the technical underpinnings will make you smarter than most people talking about this stuff right now.