Amadeus and Viva Expand Partnership: Enriched NDC and Merchandising Offers Set to Transform Travel Booking
(IN SHORT) Amadeus and Viva have deepened their partnership by expanding their distribution agreement to include NDC-sourced offers and comprehensive merchandising content via EDIFACT. This development will provide Amadeus travel sellers with an increased variety of Viva’s offerings, such as bundled packages, ancillary services, and seat selection, thereby enhancing the overall booking experience. The collaboration aligns with Amadeus’s strategy to transform its Global Distribution System into a robust, technology-agnostic marketplace that aggregates diverse travel content. It also creates new opportunities for low-cost airlines like Viva to deliver personalized digital travel experiences, extend their market reach, and drive ancillary sales. Both companies expressed their excitement—Amadeus emphasizing its commitment to providing the most relevant travel offers and Viva highlighting the significant milestone this represents in offering more personalized booking choices.
(PRESS RELEASE) MADRID, 2025-Apr-11 — /Travel PR News/ — Amadeus and Viva, Mexico’s ultra-low-cost airline, have announced an expansion of their distribution agreement. This enhanced collaboration will now integrate access to Viva’s NDC-sourced offers along with a full suite of merchandising content delivered via EDIFACT technology. As a result, travel sellers using Amadeus will have access to an enriched selection of Viva’s products, including bundled packages, ancillary services, and seat selection options that aim to significantly elevate the travel booking experience.
This strategic partnership reflects Amadeus’s vision of evolving its traditional Global Distribution System into a comprehensive marketplace that aggregates content across the entire travel ecosystem—irrespective of the source or technology. By leveraging both NDC and standardized messaging, the agreement opens new opportunities for low-cost carriers like Viva, enabling them to offer more personalized, digitally enhanced travel journeys. With these capabilities, Viva benefits from extended distribution reach, allowing for the effective launch of new products and boosting ancillary sales among travel sellers.
Victoria Gorzio, VP Airlines, Latin America at Amadeus, remarked, “We are thrilled to expand our partnership with Viva. This agreement not only enriches the content available to our travel sellers today but also introduces NDC-sourced offers that provide more personalization and choice to travelers. Our commitment to delivering the most relevant travel offers through any technology remains steadfast, and this partnership is a testament to that commitment.”
Andrea Rodríguez, Sales Director at Viva, added, “This expanded agreement with Amadeus marks a significant milestone for Viva. By including a broad range of merchandising products and NDC-sourced content, we are enhancing the travel booking experience for our customers. We look forward to continuing our collaboration with Amadeus to provide more diverse and personalized options for travel sellers.”
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SOURCE: Amadeus IT Group
