626 COMPETITION LAW IN TOURISM experience: through product descriptions, rich content and customer targeting. NDC-enabled retailing can help inspire passengers by making them aware of relevant airline products and offers. NDC- enabled retailing resonates with passengers. Consumers also want personalised offers or the ability to construct a customised offer by themselves by being able to select from a range of product attributes. Experience has shown that business and leisure passengers alike feel comfortable sharing their personal information with sellers and aggregators, provided the data is kept safe, in strict compliance with the appropriate data privacy laws that may apply, and in return they receive relevant (or enhanced) offers. They want choice when it comes to forms of payment, i.e. be able to use their preferred method in any channel and/or any country. 3.2. Airlines are modernising their IT environment Airlines have heavily invested in IT, and are getting ready to better manage their own offers and its distribution: • The capability of airline websites is constantly improving, aligning airline retailing with the standards of other retail industries, proposing both airline (seats, baggage, meals, lounge…) and third-party ancillaries (hotels, cars, local entertainment…). • PSS – Passenger Service Systems (inventory, reservation, departure control systems …), that were built by airlines in-house in the 70’s, have been replaced by systems supplied by 3rd party IT providers. • The consumer needs are better understood as CRMs’ tools are spreading and evolving (e.g. chatbots, artificial intelligence etc.), with analytical capabilities around Big Data showing promising features for personalisation or tailor-made solutions. 3.3. Travel agencies are also investing in new IT while their business becomes more complex Travel agencies use a diverse mix of channels to book clients’ flights. Airlines have evolved what they sell, how they sell it and agents have adjusted. The travel agency community is also evolving to adapt to new consumer needs, and thanks to the opportunities brought by modern technologies:
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