638 COMPETITION LAW IN TOURISM 8. CONCLUSION The pace of innovation is increasing and should continue to impact airline distribution. All new technologies are potential candidates to be included in airlines’ strategic roadmaps. Are new players (large retail companies from the US or China), or social media, going to redefine the way distribution works? Models are emerging, based upon AI (Artificial Intelligence), Chatbot, etc., and NDC is often a facilitator. More sophisticated payment solutions will also be needed, like facial or vocal recognition. NDC is creating a “mindset” for change. The industry is ready for intense disruption and is starting a journey that should last 5 to 10 years. ONE Order and Dynamic Offer Creation will contribute to reshape the industry and help it evolve to become fully consumer-centric.
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