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2 mins read 
Ella Fitzgerald and Louis Armstrong didn’t need sheet music to create magic. Through scat singing — a form of vocal improvisation — they built something extraordinary in real time, listening and responding to one another in perfect rhythm. That same sense of fluid, responsive collaboration is exactly what the airline industry needs right now.
Two Transformations, One Rhythm
Today, two major industry shifts are unfolding side by side:
- Travel sellers and aggregators are scaling up NDC connections, unlocking richer content and better experiences for customers — with solutions like FLX ONE NDC enabling this shift.
- Airlines are stabilizing their NDC foundations and preparing for the transformation to modern airline retailing — a complete reimagining of how travel is sold and fulfilled, supported by Offer & Order Transformation initiatives.
Both sides are moving quickly, under pressure, and often with limited resources. But without alignment — even loose alignment — the customer will feel the dissonance.
Why Rhythm Matters
Imagine a jazz duo where one speeds up while the other slows down. Technically correct notes won’t save the performance. In the same way, if airlines and sellers fail to sync, the end-to-end travel experience suffers.
We don’t need identical sheet music — but we do need a shared rhythm. That comes from:
- Understanding where each side is headed.
- Lightweight alignment on key milestones like servicing and settlement.
- Open feedback loops for real-time adjustment.
This isn’t about rigid orchestration. It’s about listening, responding, and adapting in the moment.
Collaboration Over Competition
Too often, transformation is treated like a solo act. But the best performances happen when everyone tunes in to each other. This is not a race to outperform — it’s a jam session where collaboration builds something greater than the sum of its parts. Let’s keep the tempo.
Stay in tune. And build the future of airline retailing — together.
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