{"id":8708,"date":"2026-03-28T08:15:12","date_gmt":"2026-03-28T07:15:12","guid":{"rendered":"https:\/\/tragento.com\/?p=8708"},"modified":"2026-03-28T08:15:12","modified_gmt":"2026-03-28T07:15:12","slug":"ai-ndc-i-mcp-sto-airline-distribution-2026-otkriva-o-buducnosti-prodaje-avio-karata","status":"publish","type":"post","link":"https:\/\/tragento.com\/de\/ai-ndc-i-mcp-sto-airline-distribution-2026-otkriva-o-buducnosti-prodaje-avio-karata\/","title":{"rendered":"KI, NDC und MCP: Wie sich der Vertrieb von Flugtickets ver\u00e4ndert"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Na nedavno odr\u017eanoj konferenciji <a href=\"https:\/\/uatp.com\/airline-distribution\/\">Airline Distribution 2026 odr\u017eanoj u o\u017eujku u Barceloni<\/a> otvorena su pitanja koja zanimaju cijeli <a href=\"https:\/\/tragento.com\/de\/kategorie\/luftfahrtindustrie\/\">zrakoplovni ekosustav:<\/a> ho\u0107e li umjetna inteligencija promijeniti distribuciju strukturalno ili samo \u201cpremazati\u201d postoje\u0107e sustave slojem optimizacije, te mo\u017ee li standard poput NDC-a postati manje va\u017ean u svijetu AI agenata koji razumiju kompleksnost.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U fokusu rasprave bio je i&nbsp;IATA-in NDC standard, prvi put predstavljen 2012., koji se tijekom godina razvijao razli\u010ditim brzinama ovisno o prijevozniku, partnerima i tr\u017ei\u0161tu.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Iako je <a href=\"https:\/\/tragento.com\/de\/usporedba-ndc-distribucije-kroz-vise-platformi-webinar\/\">pojam ve\u0107 svima dobrano poznat<\/a>, a tehnologije se ve\u0107 dugo primjenjuje, nije lo\u0161e podsjetiti: Prema&nbsp;IATA-i, NDC je format razmjene podataka (XML) utemeljen na procesima ponude i narud\u017ebe (Offer &amp; Order) kako bi avioprijevoznici mogli kreirati i distribuirati relevantne ponude bez obzira na kanal prodaje.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Direktno vs. indirektno: miks koji ne nestaje<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avioprijevoznici godinama guraju direktnu prodaju, ali tr\u017ei\u0161te i pona\u0161anje putnika i dalje \u201cvuku\u201d na <a href=\"https:\/\/tragento.com\/de\/lot-uvodi-ndc-sadrzaj-u-travelport-nova-faza-distribucije-od-q2-2026\/\">multikanalni svijet.<\/a> U raspravi je nagla\u0161eno da, \u010dak i kad bi prijevoznik \u017eelio prodati sve kapacitete isklju\u010divo kroz vlastite kanale, realnost potra\u017enje, destinacija i navika kupnje to ne podr\u017eava.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Konkretni brojevi dobro ilustriraju za\u0161to ne postoji univerzalni \u201cidealni\u201d omjer.&nbsp;American Airlines&nbsp;je naveo da je direktni udio oko 55% i da se taj omjer mijenja ovisno o tr\u017ei\u0161nim uvjetima, dok&nbsp;United Airlines&nbsp;danas navodi 70% direktne prodaje, uz ostatak kroz NDC (izvan GDS-a) i legacy tokove.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Klju\u010dna poruka za posrednike (TMC, OTA-e i druge) je jednostavna: indirektni kanal ostaje kriti\u010dan, ali sve manje kao \u201cmjesto gdje se prikazuje cijena\u201d, a sve vi\u0161e kao sloj koji upravlja kompleksno\u0161\u0107u sadr\u017eaja, pravilima i servisiranjem.&nbsp;Upravo servis danas postaje klju\u010dni diferencijator \u0161to potvr\u0111uju i agenti s kojima pri\u010dam u regiji.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>NDC kao prijelaz prema <a href=\"https:\/\/tragento.com\/de\/ndc-one-order-i-dinamicke-ponude-nova-pravila-igre-u-prodaji-aviokarata\/\">Offer &amp; Order svijetu <\/a>i utjecaj na EDIFACT<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Od mnogih kolega i pratnera posebno na posljednjem ITB-u \u010dujem o postupnom smanjenju va\u017enosti EDIFACT-a \u0161to nagla\u0161ava jo\u0161 ve\u0107i utjecaj NDC-a i zapravo nije nikakva novost. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za razumijevanje problema korisno je znati da se u modernim platformama \u010desto paralelno nose \u201ctradicionalni\u201d EDIFACT sadr\u017eaj i noviji NDC sadr\u017eaj, uz poku\u0161aje da se sve prika\u017ee u jedinstvenom shopping i booking iskustvu.&nbsp;Ovo sve vi\u0161e postaje standard kod GDS-ova ali i drugih distibutera.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Iako je smjer prili\u010dno jasan, ostaje pitanje koliko brzo \u0107e se proces odvijati. Za o\u010dekivati je i diferencijaciju na\u010dina distribucije po samom tipu biznisa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Svakako o\u010dekivanja su da \u0107e hibridni model biti aktivan jo\u0161 prili\u010dno dugo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MCP: \u201cagent-ready\u201d web i ideja univerzalnih adaptera<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kako se u tu pri\u010du uklapa MCP? Prema tehni\u010dkim obja\u0161njenjima MCP-a, rije\u010d je o otvorenom standardu koji omogu\u0107uje da veliki jezi\u010dni modeli i AI agenti na strukturiran na\u010din komuniciraju s vanjskim alatima i izvorima podataka (npr. API-ji, baze, servisi).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WebMCP ide korak dalje prema webu: pojavljuje se kao predlo\u017eeni standard za izlaganje \u201cstrukturiranih akcija\u201d na web stranicama tako da agenti mogu pouzdanije odraditi zadatke.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Upravo tu dolazimo do provokativne teze koja se sve vi\u0161e spominje: ako AI agent mo\u017ee \u201cpro\u010ditati\u201d i razumjeti kompleksnost razli\u010ditih implementacija, koliko standardizacija uop\u0107e mora biti savr\u0161ena? \u010cesto se spominje da su integracije koje su prije trajale mjesecima ponekad mogu\u0107e odraditi vrlo brzo kad se veliki dio razumijevanja i mapiranja prebaci na AI modele.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prema tomeMCP i WebMCP\u2014kao relativno svje\u017ei proizvodi\/koncepti\u2014mogli s vremenom potisnuti NDC. Ono \u0161to je posebno zanimljivo za distribuciju je da MCP ve\u0107 dobiva vrlo \u201ckonkretan\u201d oblik u avio-retailingu.&nbsp;<a href=\"https:\/\/tragento.com\/de\/tpconnects-uvodi-mcp-sloj-u-astra-ndc-platformu-i-redefinira-nacin-integracije-aviokompanija\/\">TPConnects Technologies&nbsp;je, nedavno smo pisali o tome<\/a>, integrirao MCP sloj u svoju Astra NDC platformu s ciljem da djeluje kao univerzalni adapter za razli\u010dite verzije i varijacije NDC shema te da olak\u0161a povezivanje sustava prema AI agentima.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Look-to-book: tro\u0161ak koji AI mo\u017ee i pove\u0107ati i smanjiti<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kada govorimo o NDC-u i umjetnoj inteligenciji, neizbje\u017eno je otvoriti i pitanje tro\u0161kova distribucije \u2013 <a href=\"https:\/\/tragento.com\/de\/sabre-ubrzava-pretragu-letova-uz-cache-powered-intelligent-shopping\/\">posebno kroz look-to-book (L2B) omjer.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Look-to-book, odnosno odnos izme\u0111u pretraga i stvarnih kupnji, postaje jedan od klju\u010dnih izazova. \u0160to je omjer ve\u0107i, to su tro\u0161kovi sustava i operacija vi\u0161i.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">NDC je znatno pove\u0107ao ovaj omjer s nekoliko stotina na tisu\u0107e, dok AI dodatno poja\u010dava pritisak kroz ve\u0107i volumen pretraga i automatizirano testiranje. Problem nije samo tehnolo\u0161ki. Sve vi\u0161e se otvara i pitanje poslovnih modela \u2013 tko snosi tro\u0161ak visokog volumena upita.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Industrija ve\u0107 tra\u017ei rje\u0161enja. Amadeus koristi AI filtere za smanjenje neproduktivnog prometa, dok Sabre I Travelport kroz caching modele &nbsp;poku\u0161avaju smanjiti broj nepotrebnih upita i rasteretiti sustave.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0160to to zna\u010di za korisnike i travel tech u 2026.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za agencije, TMC-ove i OTA-e, 2026. donosi jasnu promjenu: distribucija i tehnologija vi\u0161e se ne mogu promatrati odvojeno. Tr\u017ei\u0161te je ve\u0107 danas hibridno \u2013 dio prodaje ide direktno, dio kroz NDC, a dio kroz legacy sustave. Zato i prodajni i servisni procesi moraju biti prilago\u0111eni toj realnosti, a ne \u201cidealnim\u201d modelima.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Istovremeno, agenti\u010dki AI mijenja na\u010din na koji korisnici kupuju putovanja. Sve vi\u0161e rje\u0161enja ide prema razgovornim su\u010deljima s integriranim bookingom i pla\u0107anjem, \u0161to bi ve\u0107 tijekom 2026. moglo postati standard kod ve\u0107ih igra\u010da.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Distribucija u avioindustriji je postala jako kompleksna i koliko god se prije nekog vremena \u010dinilo da posao booking agenata postaje sve lak\u0161i i automatiziraniji, kvalitetan servis i usluga putnicima zahtjevaju sve vi\u0161e vremena i truda. Zapravo se sve svodi na to tko \u0161to \u017eeli i koliko je spreman platiti \ud83d\ude0a<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Na nedavno odr\u017eanoj konferenciji Airline Distribution 2026 odr\u017eanoj u o\u017eujku u Barceloni otvorena su pitanja koja zanimaju cijeli zrakoplovni ekosustav: ho\u0107e li umjetna inteligencija promijeniti distribuciju strukturalno ili samo \u201cpremazati\u201d postoje\u0107e sustave slojem optimizacije, te mo\u017ee li standard poput NDC-a postati manje va\u017ean u svijetu&#8230;<\/p>","protected":false},"author":2,"featured_media":7481,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[80,89],"tags":[68,71,74,75,76],"class_list":["post-8708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-izdvojeno","category-vijesti","tag-ai","tag-aviokompanije","tag-distribucija","tag-gds","tag-ndc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - 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