British Airways could potentially be seen as the most aggressive carrier in the drive to push NDC-enabled ticketing.
The airline says in the first six months of 2018 it will introduce different fares for those intermediaries that connect to it via the IATA-based New Distribution Capability standard.
Short-haul fares will be the first to get the new "price points", with a promise to launch other NDC-enabled features thereafter.
In other words: the cheapest fares for routes in Europe will only be available if the ticket is booked direct with BA or via an NDC connection.
The move follows the introduction of a surcharge on any ticket booked via a Global Distribution System that didn't come through NDC, beginning this autumn.
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Several tech providers and travel management companies have worked with the International Airlines Group (the umbrella brand above BA and fellow carrier Iberia) to soften the introduction and create direct-connects.
BA says the initial focus on short-haul tickets will allow it to "compete more efficiently with other short-haul carrier and offer a wider spread of fares, which will benefit the trade and customers alike".
Chief commercial officer Adam Daniels says: "We know that NDC will support these new products, so we are confident that these new products can be made available to trade partners who have such a connection in place.
"We are in discussion with third party technology providers including GDSs about provision of these products, as we want these products to be available widely so that we compete more effectively."
The carrier may have been later than Lufthansa to impose a surcharge on GDS bookings but it has always been one of the loudest cheerleaders behind the scenes since the concept of NDC was first mooted a few years ago.
Despite a lot of anger amongst the traditional "trade" partners when NDC was announced (and especially following Lufthansa's fee in 2015), BA claims the tide is turning.
Daniels says: "We’ve successfully changed our approach to distribution and the transition has gone incredibly well.
"We’ve received great support from the trade, including signing new, modified agreements with the three GDSs and over 50 of the top UK agents with the view to them developing NDC connections with us."