NDC, or New Distribution Capability, is a technology standard developed by the International Air Transport Association (IATA) that allows airlines to distribute their products and services in a more personalized and efficient manner. It enables airlines to provide a richer and more dynamic shopping experience for travelers, with the ability to offer customized bundles, ancillary services, and real-time pricing. NDC also allows for direct communication between airlines and travel agents, eliminating the need for intermediaries and streamlining the booking process. This innovative technology is revolutionizing the way air travel is sold, making it easier for travelers to find the best deals and for airlines to tailor their offerings to individual needs and preferences.