Kenya Airways Sets a New Standard in Travel Distribution with Amadeus

The travel industry has long relied on Global Distribution Systems (GDS) to connect agents with airline content. But GDS platforms struggle to handle today’s dynamics. If a client wants anything extra, like a window seat or a hotel deal, you are stuck juggling phone calls or sending them to the airline’s website. However with NDC - an XML-based standard designed to address these limitations; airlines will be able to share their full inventory—fares, seat selections, baggage options and ancillaries directly with agents via APIS. This means that with NDC you can offer clients exactly what they’re after. That’s the kind of service that turns one-time clients into regulars. Instead of redirecting clients to an airline’s website for upgrades or add-ons, you can offer tailored packages in one transaction.

“NDC allows us to distribute exclusive, cheaper fares and new products—like specific seats, upgrades, or bundles with hotels and car hire—through travel agents.” This capability transforms the role from booking tickets to curating experiences, aligned with clients’ demand. Amadeus Travel Platform is used by millions of agents worldwide, with familiar tools like the Selling Platform Connect, it now brings Kenya Airways’ NDC content right to your desk. You can mix and match fares, seats and extras in one interface, with visuals to help you pitch that premium seat.

“This is revolutionary,” said Nikanor Sabula, CEO of the Kenya Association of Travel Legends. “Our members can now access dynamic pricing and additional ancillaries - like special seats or upgrades - on one platform. It’s cheaper than the legacy systems, which means travel agents can make more money and offer better deals to passengers.”  What’s In It for You? Everything’s in one place, saving you time and headaches. NDC’s dynamic pricing and extras like baggage or hotel bundles can boost commissions, with industry estimates suggesting a 15-20% increase in ancillary revenue. Clients get exactly what they want, and you get the credit. With Kenya Airways’ 45 destinations, including 37 in Africa, you can tap into new markets, from corporate travellers to adventure seekers, all through Amadeus’ global network. Travel’s changing fast. NDC lets us meet clients’ specific needs, and that’s huge for agents.

Adopting NDC isn’t without hurdles and Kenya Airways and Amadeus know this. They’re not leaving you to figure it out alone. A change this big doesn’t happen without some heavy lifting. By delivering NDC content through a platform you already use, they reduce the learning curve. Louis Arnaud, General Manager of Amadeus for East Africa, explains, “We’re putting in a lot of effort to support travel sellers, we’re rolling out training sessions—online and face-to-face—plus a dedicated service hub with videos and tutorials. Our help desk is available anytime, 24/7.” It’s a solid start. But the real magic is in the bigger picture. Kenya Airways’ move signals a shift toward a more connected, customer-focused travel industry.