WestJet Prepares for 'Boring' NDC Rollout

After almost four years of careful strategizing and research, WestJet is almost ready to roll-out its New Distribution Capability (NDC). It’s technology that has been used by other airlines for several years, but WestJet opted for a slower approach, to ensure that once it's ready, it will be the best system it can be. The execs working on the project joke that with the careful timeline and extensive communication, the rollout is the opposite of a surprise — in fact, the aim is to be “boring.”

“It's not something that's revolutionary, but it is something that's going to be improving the experience, not only the one that we provide to our guests, but also to travel advisors,” says Jorge Rozo, WestJet Senior Vice President, Revenue & Distribution.

The airline has taken the opportunity to study different cases regarding how the entity has been implemented elsewhere, and to learn from that.  “I think our approach is much more friendly in the sense that we're not treating the role of NDC as something the company will benefit from [financially],” Rozo continues. “This is not a cost plus program. This is truly a value generation.” 

Todd Lindey, Interim Director, Sales echoes the value the new NDC will hold for customers and advisors. He likens it to ordering a pizza. Not everyone wants mushroom and pepperoni, so only advertising mushroom and pepperoni isn’t the best use of marketing effort. Likewise, offering 10 percent off Basic fares to business travellers doesn’t speak to their needs. 

“Now, if you are looking for a fare for a business traveller, that can include the enhanced flexibility and it includes possibly a carry-on bag and potentially a checked bag if it's an international flight, you can get them the fare they need to get right up front,” explains Lindey. Travel advisors have access to an immediate, tailored fare “versus having to shop through the pages and pages of content that gets returned in the current environment.”

WestJet is working to ensure the new program fits seamlessly into the work of travel advisors. One way is by ensuring they can access the NDC in the way that works best for advisors. “We're going to meet our partners in the channel of their choice,” says Lindey. “If they choose to pursue a direct connect with WestJet? Absolutely, we're open to that. If they choose to access NDC content via the GDS, absolutely, we work with our GDS distributors to distribute that content. Or if they would rather work with a technology provider, like an aggregator, we'll have access.”

This comprehensive approach is echoed elsewhere as WestJet gets closer to its rollout date, anticipated for midyear. The program is undergoing testing with a select group of “closed loop partners,” working out any pain points and ensuring the system works seamlessly with existing advisor workflows.

“We've been working in lockstep with our travel trade partners, testing, understanding what the minimum viable product for them is, what are opponents for success in their minds. So really, we haven't done this alone,” says Lindey. “This has absolutely been a team approach, and we're confident that when we do go to market in summer 2026 it will hopefully meet the needs of all of the entire travel trade.”

The WestJet site now has some introductory material available. An information hub with training materials will be rolling out this quarter. Communication with advisors has been a key element of ensuring the implementation will go smoothly. 

“We've been very transparent, because I believe in working together in order to develop the solution,” says Rozo. “As opposed to WestJet working internally, not telling anybody, and then launching a solution that surprises everybody. We've been working to build NDC with our travel trade partners, as opposed to for our travel trade partners. 

At each stage, WestJet has been sharing, specifically, what capabilities exist in each of the rollouts. The goal is that there are no surprises for advisors once the NDC is fully implemented. Rozo says he wants it to be “very boring” for their partners, because they already knew everything in advance.

To learn more about WestJet’s forthcoming NDC, please see www.westjettravelagents.com/ndc/

 

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