Reinventing Global Distribution Systems for Seamless Travel Experiences

This research investigates the strategic integration of Artificial Intelligence (AI) within Global Distribution Systems (GDS) to improve airline inventory control. The study identifies significant pain points across the aviation ecosystem, including outdated systems, data fragmentation, and inconsistent pricing across various channels. Through interviews with 100 industry stakeholders, the project explores the challenges that airlines, travel agents, and technology providers face when they attempt to modernise legacy infrastructure. The proposed solution combines AI with New Distribution Capability (NDC) to enable real-time data processing and smart automation. This approach allows airlines to move beyond standard seat maps and offer hyper-personalised travel options based on individual passenger preferences and travel history. The pathway to implementation involves a structured pilot programme with a single airline partner to measure system speed, error reduction rates, and user satisfaction before the model is scaled to broader routes. This research provides a framework to enhance operational excellence and restore trust through transparent AI logic and secure data practices