Initially overlooked in the excitement of NDC is the user interface. Shopping is the first engagement in the customer experience. Intuitive interfaces go a long way toward making the customer trust that they are getting the best deal that meets their needs.

When it comes to business planning and go-to-market strategies today, it’s not uncommon to hear the phrase “mobile first” and with good reason: In the U.S., smartphone ownership has grown from 51% in 2013 to 85% in 2018.

Every once in a while, the earth, moon and stars align and a new standard is created without fanfare, angst, parochialism or self-serving politics. This appears to be the case with Routehappy, a New York–based startup, acquired in 2018 by the Airline Travel Publishing Company (ATPCO).