For decades, GDS training was synonymous with airline agent training — learning cryptic commands, fare display formats, and ticketing procedures. The arrival of NDC, graphical booking tools, and AI-powered platforms is transforming what agents need to know. This guide examines what GDS skills remain essential, what's changing, and how airlines should adapt their training strategy.
The Evolving Distribution Landscape
From GDS-Only to Multi-Channel
| Era | Dominant Technology | Agent Skills Required |
|---|---|---|
| 1990s-2010s | GDS command-line | Cryptic entries, fare rules, ticketing commands |
| 2010s-2020s | GDS + graphical interfaces | Mix of commands and point-and-click booking |
| 2020s-present | GDS + NDC + direct connects | Multi-channel navigation, content comparison, API-based booking |
| Future (2027+) | NDC-first + Offer/Order Management | Offer comparison, personalised selling, AI-assisted booking |
Source: IATA Airline Retailing Maturity; OAG Distribution Technology Report
Current Agent Technology Usage
| Technology | Agent Usage | Trend |
|---|---|---|
| GDS command-line | 35-45% of agents regularly | Declining |
| GDS graphical interface | 55-65% of agents | Stable |
| NDC aggregator | 20-35% of agents | Growing rapidly |
| Airline direct booking | 15-25% of agents for specific airlines | Growing |
| AI-assisted tools | 10-15% of agents | Emerging |
What GDS Skills Still Matter
Essential GDS Knowledge
| Skill | Why It Still Matters | Long-Term Outlook |
|---|---|---|
| Availability display | Understanding seat inventory and booking classes | Evolving — NDC changes how availability is shown |
| Fare class interpretation | Matching customer needs to the right product | Evolving — fare families simplify but fare classes remain |
| PNR management | Creating, modifying, and managing bookings | Changing — Order Management will replace PNR model |
| Fare rules reading | Understanding change, cancellation, and routing rules | Still essential — rules apply regardless of channel |
| Ticketing basics | Understanding ticket types, reissue, refund | Evolving — airline-direct processing growing |
| Queue management | Monitoring booking changes, schedule alerts | Changing — automated notifications replacing queues |
GDS Skills Becoming Less Critical
| Skill | Why It's Fading | What Replaces It |
|---|---|---|
| Complex command-line entries | Graphical interfaces handle most bookings | Point-and-click booking tools |
| Manual fare calculation | Systems auto-calculate fares | Automated pricing in all channels |
| Pricing command expertise | Dynamic and continuous pricing replaces fixed fares | Offer-based pricing via NDC |
| Manual ticketing commands | Auto-ticketing and airline-direct issuance | System-generated tickets |
| Complex reissue calculations | Airline-direct processing handles changes | Automated change processing |
| Cryptic format memorisation | Fewer agents use command-line daily | Graphical interfaces with visual displays |
What Agents Need to Learn Now
New Skills for Modern Distribution
| Skill | Description | Training Approach |
|---|---|---|
| Multi-channel navigation | Knowing when to use GDS, NDC, or direct — and how each works | Comparative modules showing same booking across channels |
| Offer comparison | Comparing NDC offers that include different bundles and inclusions | Practice exercises with real-world scenarios |
| Rich content selling | Using images, descriptions, and cabin features to sell premium | Roleplay using NDC-style content displays |
| Ancillary integration | Attaching ancillary products within the booking flow (not as afterthought) | Step-by-step modules per platform |
| Dynamic pricing understanding | Explaining to customers why prices change and when to book | Customer conversation practice |
| AI tool usage | Using AI-powered suggestions, auto-complete, and fare alerts | Platform-specific training |
Selling Skills Over System Skills
| Old Training Focus | New Training Focus | Why |
|---|---|---|
| "How to enter a booking in [GDS]" | "How to find and recommend the best option for this customer" | Systems are easier; selling is the differentiator |
| "How to read a fare display" | "How to explain fare differences to customers" | Agents need communication skills, not just technical skills |
| "How to ticket a booking" | "How to maximise booking value through product knowledge" | Revenue impact matters more than process efficiency |
| "How to queue-place a booking" | "How to handle objections and close the sale" | Sales skills drive commercial outcomes |
| "How to build a complex itinerary" | "How to match alliance partners to customer needs" | Value creation, not just order execution |
Redesigning Airline Training Programmes
The Modern Curriculum
| Module Category | Traditional (GDS-Focused) | Modern (Skill-Focused) | Time Allocation |
|---|---|---|---|
| System training | 60-70% of programme | 20-30% of programme | Reduced but still essential |
| Product knowledge | 15-20% of programme | 25-30% of programme | Increased |
| Selling skills | 5-10% of programme | 30-35% of programme | Significantly increased |
| Assessment and practice | 5-10% of programme | 15-20% of programme | Increased |
System Training: What to Include
| Level | Content | Duration |
|---|---|---|
| Foundation | Booking tool navigation (graphical), availability search, basic booking creation, PNR retrieval | 2-3 hours |
| Intermediate | Fare comparison, fare rules, ancillary attachment, seat selection, special requests | 2-3 hours |
| Advanced | Complex itineraries, reissue/refund, NDC booking flow, multi-channel comparison | 2-3 hours |
Product and Selling Training: What to Add
| Level | Content | Duration |
|---|---|---|
| Foundation | Fare families, cabin products, ancillary overview | 2-3 hours |
| Intermediate | Premium upselling, objection handling, customer matching | 3-4 hours |
| Advanced | Loyalty optimisation, alliance selling, competitive positioning, route knowledge | 3-4 hours |
AI-Powered Training Advantages
How AI Transforms GDS/System Training
| Traditional Approach | AI-Powered Approach | Improvement |
|---|---|---|
| Classroom training (2-3 days) | Self-paced modules (complete in own time) | 80% reduction in out-of-office time |
| Generic exercises | Personalised practice based on skill gaps | Focused on what each agent needs |
| Annual refresher courses | Continuous learning with real-time updates | Always current with system changes |
| Paper-based assessment | AI-generated quizzes with adaptive difficulty | More accurate skill measurement |
| No selling practice | AI roleplay scenarios for every product | Builds selling confidence alongside system knowledge |
| English-only training | Multi-language delivery | Every agent trained in their language |
| £150-£300 per agent (classroom) | £5-£15 per agent (AI platform) | 90%+ cost reduction |
AI-Assisted Booking Support
| AI Capability | Agent Benefit |
|---|---|
| Smart fare suggestions | AI recommends optimal fare based on customer profile |
| Automated ancillary prompts | System reminds agent to offer relevant ancillary products |
| Natural language search | Agent describes what they need; AI finds the right booking option |
| Price change alerts | AI monitors fares and notifies when prices change |
| Customer profile matching | AI suggests products based on customer history and preferences |
| Coaching prompts | Real-time suggestions during customer conversations |
Implementation Guide for Airlines
Transitioning Training from GDS-Focused to Skill-Focused
| Phase | Timeline | Actions |
|---|---|---|
| 1. Audit | Month 1 | Review current training programme; identify GDS-heavy content that can be reduced |
| 2. Redesign | Month 2-3 | Create new curriculum balancing system, product, and selling skills |
| 3. Build | Month 3-4 | Develop AI-powered modules for product and selling content |
| 4. Pilot | Month 5 | Test with 500 agents; measure engagement and skill outcomes |
| 5. Rollout | Month 6-8 | Deploy across all markets |
| 6. Measure | Month 9-12 | Track training-booking correlation |
For Agents: Preparing for the Future
| Action | Priority | Why |
|---|---|---|
| Maintain core GDS competency | High | GDS remains the primary booking channel for now |
| Learn NDC booking flow | High | Growing number of airlines require NDC access |
| Develop selling skills | Critical | The skill that AI cannot replace and that drives revenue |
| Understand AI tools | Medium | AI-assisted booking tools are growing rapidly |
| Build product knowledge | Critical | Expert knowledge is the agent's competitive advantage |
| Practise through roleplay | High | Simulation builds confidence for real conversations |
Measuring the Shift
Training Programme KPIs
| KPI | GDS-Focused Programme | Skill-Focused Programme | Target |
|---|---|---|---|
| Training completion rate | 15-25% | 40-60% | 50%+ |
| Assessment pass rate | 70% (system tasks) | 78% (knowledge + selling) | 80%+ |
| Agent confidence score | 3.0/5.0 | 4.0/5.0 | 4.0+ |
| Premium cabin share | No measurable impact | +5-10 percentage points | +8 pts |
| Ancillary attach rate | No measurable impact | +12-20 percentage points | +15 pts |
| Average booking value | No measurable impact | +£100-£160 | +£120 |
| Training ROI | Not measured | 2,000-6,000%+ | 3,000%+ |
The GDS isn't disappearing — but the training that surrounds it must evolve. Airlines that shift from teaching agents how to use a system to teaching agents how to sell will see the commercial impact in their trade channel performance.
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This article is part of our Airline Sales & Trade series. Related reading:
