Non-IATA travel agencies in Kenya and across the region are set to benefit from expanded airline booking capabilities following the announcement that they can now access New Distribution Capability (NDC) content from Kenya Airways through the Amadeus travel technology platform.
The move represents a significant step toward modernizing airline distribution and widening participation in the evolving digital travel marketplace.
Growing Travel Market and Digital Distribution
Kenya’s travel industry continues to grow as air connectivity, tourism demand, and digital booking channels expand across Africa. According to data shared by the International Air Transport Association (IATA), Kenya’s Billing and Settlement Plan (BSP) sales reached approximately $567 million (about KSh 74 billion) in 2025, reflecting the strong role travel agencies play in airline ticket distribution.
However, not all agencies operate under the IATA accreditation system. Many smaller or independent agencies rely on partnerships or alternative identifiers to access airline content and issue bookings.
The introduction of NDC access for non-IATA agencies through Amadeus, therefore, represents an important opportunity to bridge that gap and allow more travel businesses to participate in modern airline retailing.
What the New Access Means for Travel Agencies
Through the integration, eligible non-IATA agencies will be able to search, price, and book Kenya Airways NDC offers directly within the Amadeus system.
NDC, an industry initiative led by IATA, enables airlines to distribute richer and more personalized offers compared to traditional Global Distribution Systems (GDS). These offers may include additional fare families, seat options, ancillary services, and dynamic pricing that were previously not always visible through conventional booking channels.
For travel agencies, this development means:
- Access to richer airline content and more flexible fares
- Improved ability to retail ancillary services such as seats and baggage
- Enhanced competitiveness with IATA-accredited agencies
- Greater transparency in pricing and product offerings
Industry analysts say the move aligns with global airline distribution trends, where carriers are increasingly shifting toward NDC-based retailing models.
Eligibility Requirements
To access Kenya Airways NDC content through Amadeus, non-IATA agencies must meet specific eligibility criteria.
These include:
- A valid Travel Industry Designator Service (TIDS) number issued by the International Air Transport Association
- An ES (Security Entry) or EOS (Extended Ownership Security) agreement configured within the Amadeus platform
Once these requirements are met, agencies can request access by contacting Kenya Airways through NDC@kenya-airways.com, while copying their Amadeus account manager.
Agencies that do not yet have a TIDS number can apply through the IATA Travel Industry Designator Service program.
KATA Welcomes Expanded Access
The Kenya Association of Travel Agents (KATA), the umbrella body representing travel agencies in Kenya, has welcomed initiatives that broaden access to airline distribution technologies.
Industry leaders within the association have consistently advocated for more inclusive digital solutions that enable agencies of different sizes to remain competitive as airline retailing evolves.
KATA has emphasized that enabling non-IATA agencies to access NDC content strengthens the overall travel ecosystem by ensuring more agencies can provide modern booking experiences, competitive fares, and personalized travel options to customers.
The association has also encouraged travel agencies to embrace digital transformation and invest in training and technology to fully leverage emerging distribution models.
A Step Toward the Future of Airline Retailing
Industry stakeholders say the integration reflects the broader transformation underway in airline distribution, where digital technologies are reshaping how travel products are sold and packaged.
By enabling non-IATA agencies to access NDC content from Kenya Airways through Amadeus, the initiative opens the door for a wider range of travel businesses to participate in modern airline retailing while delivering greater choice and transparency to travelers.
As airlines and travel technology providers continue to expand NDC adoption globally, Kenyan travel agencies are increasingly positioning themselves to take advantage of these innovations in order to remain competitive in a rapidly evolving travel market.
