Airline distribution developments such as new commercial approaches and the move to offer-order have been the topic for many debates in 2024. Discussions around IATA&rsquo;s New Distribution Capability (NDC) technology standard are ongoing but general adoption is still quite low and there seems to be an acceptance, or perhaps resignation, that although there has been a little acceleration, it will take more time. David Gunnarsson, CEO of <a href="https://dohop.com/" data-feathr-click-track="true" data-feathr-link-aids="5cadecf187056a000ef37147">Dohop</a> and Charles Rajjou, former CEO of&nbsp;<a href="https://citizenplane.com/" data-feathr-click-track="true" data-feathr-link-aids="5cadecf187056a000ef37147">CitizenPlane</a>, were on hand to discuss recent developments during an interview in the PhocusWire studio at&nbsp;<a href="https://phocuswrightconference.com/" data-feathr-click-track="true" data-feathr-link-aids="5cadecf187056a000ef37147">The Phocuswright Conference 2024</a>. Gunnarsson has noted a little acceleration in adoption but said NDC was &ldquo;always a means to an end&rdquo; and attributed any acceleration to airlines and technology companies &ldquo;jumping on the offer-order bandwagon.&rdquo; He also said that even the carriers that have embraced the technology standard are still only using a fraction of what it could be used for. Gunnarsson and Rajjou went on to discuss the move to offer and order, the danger of leaving key stakeholders behind with NDC penetration so low and the remaining challenges for airlines looking to improve the retail experience for customers.<a href="https://www.phocuswire.com/in-phocus" rel="payment">All episodes: https://www.phocuswire.com/in-phocus</a>See <a href="https://omnystudio.com/listener">omnystudio.com/listener</a> for privacy information.