Looking ahead, ARC’s NDC working group will reconvene virtually in September and then in person in October 2025. Upcoming discussions are expected to focus on Payment-linked loyalty perks, such as benefits tied to specific credit card usage.
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GLOThe Airlines Reporting Corporation (ARC) has strengthened its New Distribution Capability (NDC) Best Practices Guide with the addition of two new categories—branded fares and loyalty benefits—designed to improve transparency and consistency across airline distribution channels.
A Collaborative Effort Toward NDC Standardization
ARC launched its NDC Advancement Working Group in late 2023 to establish best practices that help travel agencies, airlines, global distribution systems (GDSs), and technology providers deliver a more seamless booking experience. The group introduced the first 20 best practices in December 2024, after months of consultation with stakeholders across the travel ecosystem.
Now, with the release of Version 1.1 in June 2025, ARC is addressing two of the most pressing challenges in NDC implementation: consistent branded fare packaging and the visibility of loyalty benefits.
Branded Fares: Simplifying Comparison Shopping
The new best practice on branded fares calls for consistent naming and attributes across all sales channels—including EDIFACT, NDC, and airline websites. Currently, fare bundles often carry different names depending on the platform, making it difficult for travelers and agents to compare options.
“In EDIFACT, you might call something Bundle 1. In NDC, it’s Bundle 101, and on the dot‑com it could be Bundle A,” explained Paige Blunt, ARC’s senior manager of Direct Connect and One Order. “But really, they’re the same opportunities, and it’s really difficult for comparison shopping. … Until you drill down, you don’t know they’re the same thing.”
ARC’s guidance urges airlines to align branding so that a traveler shopping through a travel management company (TMC) sees the same fare bundle as they would on the airline’s own website, creating a uniform omnichannel experience.
Loyalty Benefits: Transparency from the Start
The second new category addresses loyalty program perks, an area where customer experience often breaks down. ARC recommends that airlines display relevant benefits—such as complimentary baggage, seat upgrades, or boarding privileges—immediately upon entry of a loyalty number in the booking flow.
While some carriers already inform agents up front, others only reveal these perks late in the process—sometimes after payment.
“You have to go all the way through to the end, then once you commit to the offer, it brings you a seat map … or then says you get two free bags,” Blunt said. “It’s something that the agent has to be aware of and make sure the loyalty benefits are included with what’s being offered to the customer.”
Providing this information earlier not only improves transparency but also ensures agents can deliver the full value of a traveler’s status without guesswork.
Additional Refinements and Next Steps
Version 1.1 also introduces minor refinements to existing best practices, including adjustments to how “sold‑out” inventory is displayed in NDC channels, reflecting current schema limitations.
Looking ahead, ARC’s NDC working group will reconvene virtually in September and then in person in October 2025. Upcoming discussions are expected to focus on:
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Payment-linked loyalty perks, such as benefits tied to specific credit card usage
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Expanded ancillary offers, including meal selection and other amenities
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Further alignment of branded fare content and personalization strategies
A Step Forward for Omnichannel Consistency
With these updates, ARC aims to reduce friction in the booking process for both agents and travelers while advancing NDC adoption. The dual focus on fare transparency and loyalty benefit visibility represents a significant stride toward a more consistent, traveler-friendly marketplace.
Source: ARC
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