The airline industry could create up to $40 billion in additional revenue annually by 2030, according to a new report.
The rosy future is painted by a McKinsey study which bases retailing principles around New Distribution Capability, One Order and dynamic offers.
Various scenarios are laid out by which large airlines would make one-off investments in technology and reap varying levels of value through increased spend from consumers.
Global distribution companies become aggregators of NDC and airlines gain income from producing offers with more ancillaries. The scenario suggests a $3 billion investment by the industry and $15 billion in value.
Large airlines become travel platforms catering for more elements of the customer journey with McKinsey estimating a $15 billion investment and $39 billion in value.
Online intermediaries get bigger through consolidation and much better in terms of the consumer experience and distribute enhanced airline offers. This scenario estimates a $12 billion investment for $22 billion in value.
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