Riyadh Air, Saudi Arabia’s freshly polished aviation contender, has officially hit the ‘go’ button on its global distribution strategy—and in a move that proves the airline isn’t mucking about, it’s partnered with tech trailblazer Verteil Technologies as its inaugural NDC aggregator. The big reveal happened—where else?—at the bustling Arabian Travel Market (ATM) 2025 in Dubai, which wrapped up on Thursday with enough suits and lanyards to tilt a baggage carousel.
For the uninitiated (and who could blame you), “NDC” stands for New Distribution Capability. It’s airline-speak for chucking out the clunky legacy pipes of yesteryear and ushering in sleek, direct connections between airlines and travel sellers: less gobbledegook, more get-it-now. If you’re still fiddling with 1990s distribution systems, you might as well be selling tickets via fax.
And Riyadh Air? They’re having none of that.
Out with the Old, Fly in with the New
“Riyadh Air aims to set a new global standard for airline connectivity and innovation,” declared Vincent Coste, the airline’s Chief Commercial Officer, with all the optimism of a man with a shiny new aircraft catalogue. “Partnering with Verteil at this early stage allows us to ensure a strong foundation for modern distribution technology that is both future-ready and aligned with our digital-first strategy.”
Translation: they’re skipping the toddler steps and going straight for the digital driver’s seat.
With Verteil’s Direct Connect (VDC) platform, Riyadh Air’s fares, bells, whistles, and leather-upholstered everything will now be beamed straight to travel agencies across the planet—no detours through clunky systems or costly detangling of red tape. OTAs, TMCs, and consolidators can breathe easy—no more duct-taping together third-party feeds or praying the seat map loads before the client walks.
Jerrin Jos, CEO and Founder of Verteil (fond of clean APIs and execution), was positively beaming: “We’re thrilled to partner with Riyadh Air as their launch NDC aggregator. This reinforces our commitment to modern airline retailing and gives global travel sellers access to better content and experiences.”
It’s a digital handshake with jet fuel.
All Systems Go
Crucially, the system is designed to work out of the box—no labyrinthine setup, no hours-long webinars with the IT department. The integration means travel sellers can immediately access live availability, dynamic fares, upsell options, and real-time ticketing without breaking a sweat—or a keyboard.
And just in time, too. Riyadh Air’s inaugural flights are warming up on the runway, and while the exact schedule hasn’t yet been wheeled out to the public, you can bet this distribution deal means those shiny new seats won’t stay unbooked for long.
Timing is Everything
The announcement couldn’t have landed at a better moment. Arabian Travel Market 2025 wrapped with record-smashing attendance, countless espresso shots, and a general feeling that the Middle East isn’t just playing in the aviation big leagues—it’s writing the rulebook.
And Riyadh Air? They’re not just showing up. They’re re-engineering the sales counter.
As the airline industry lurches into the next chapter of its digital transformation (some willingly, others kicking and screaming), Riyadh Air’s decision to front-load its tech stack with Verteil’s NDC muscle sends a clear message: they intend to fly smart, sell smarter, and leave the dinosaurs grounded.
Old-school GDS, you’ve been warned.
By Jason Smith, Reporting from Arabian Travel Market, Dubai
