Virgin Atlantic has officially launched its New Distribution Capability (NDC) in the UK market, marking a significant step in the airline's retailing strategy. The phased rollout, announced on 15 October 2026, is designed to give trade partners a more flexible and connected way to access the carrier's products and services.
The initiative, developed in collaboration with technology partners, aims to ensure a smooth transition for agents and travel sellers. From day one, the airline says it is offering a robust solution with comprehensive servicing capabilities, addressing the evolving needs of the industry.
Phased rollout with multiple access points
Virgin Atlantic's NDC launch includes both direct connections and aggregator integrations, allowing agents to choose their preferred channel. GDS aggregation is slated to follow, giving travel professionals even more flexibility in how they access NDC content.
To support partners who are not yet ready to migrate, the airline will continue to provide content through existing GDS EDIFACT channels. This dual approach ensures continuity while encouraging adoption of the new standard.
Travelfusion has been named as the first supported aggregator, with plans to expand aggregator partnerships throughout 2027. This move is expected to broaden the reach of Virgin Atlantic's NDC content across a wider network of travel sellers.
“This is an exciting step forward in our retailing journey, making it simpler for our partners to access the products and services that matter most, whilst creating more choice and a better experience for customers,” said Anthony Uphill, Vice President Sales at Virgin Atlantic.
Eytan Bicaci Baruh, Vice President Commercial at Travelfusion, added: “We are delighted to support Virgin Atlantic's NDC launch and bring its enhanced content and retailing capabilities to our network of travel sellers.”
The airline plans to enhance its NDC offering over time by introducing additional content, richer ancillary products, and expanded fare options. This phased approach is intended to give partners a clear roadmap for the future of retailing with Virgin Atlantic.
For UK trade partners, the launch reinforces Virgin Atlantic's commitment to being the airline of choice, driving innovation and delivering a smarter approach to distribution. The move aligns with broader industry trends toward NDC adoption, as airlines seek to offer more personalised and dynamic retailing experiences.
Travel professionals can expect further updates as Virgin Atlantic expands its NDC capabilities and aggregator partnerships. The airline's focus on partner readiness and seamless integration is likely to set a benchmark for other carriers in the region.
