Singapore Airlines SVP Discusses SIA’s Distribution And Digitalisation Strategies, Including NDC

Singapore Airlines SVP Sales and Marketing Campbell Wilson discusses SIA’s commitment to IATA’s New Distribution Capability (NDC) and its plans for rolling out the new technology. SIA has emerged as an NDC leader in Asia Pacific and has spent the last year building capabilities and proof of concepts with GDSs, OTAs, TMCs and aggregators. SIA recently launched a developer portal to work with travel partners on NDC and its proprietary APIs. Mr Wilson believes large agencies and TMCs are now aware of NDC and working towards adoption but a lot of education is still needed for smaller regional focused agents in Asia. Airlines in Asia have also been generally slower to adopt NDC than airlines from other regions. “We really need to get the message across in Asia,” Mr Wilson says. “We see NDC or API distribution as a key part of our future distribution strategy.” Mr Wilson also talks about SIA’s digitalisation strategy, which is empowering its employees to deliver better service.