Travel technology company, Wakanow has become the first travel company in Africa to offer Lufthansa Group New Distribution Capability (NDC) content through a direct API integration, in a move that could reshape how African travellers access airline products.
The integration gives Wakanow customers direct access to richer airline content, real-time fares and availability, enhanced fare options and ancillary products.
It also strengthens the Nigerian travel technology company’s position as airlines and travel sellers move away from traditional distribution models towards more flexible digital retailing.
The development is significant because NDC allows airlines to distribute richer products through modern technology rather than relying solely on legacy distribution channels.
The International Air Transport Association (IATA) describes NDC as an industry-supported data exchange standard designed to improve airline communication with travel sellers and provide customers with richer and more transparent shopping experiences. (IATA)
Lufthansa Group advances modern airline retailing
For Lufthansa Group, the Wakanow integration adds another African travel technology partner to its broader push towards modern airline retailing. The group has been developing NDC capabilities that allow travel sellers to access airline offers, products and services through more direct digital connections.
The Lufthansa Developer Network confirms that the group’s NDC Partner Programme includes technology and servicing components designed to support partners adopting its modern distribution capabilities. (Lufthansa Developer Center)
The significance for Wakanow is therefore bigger than simply adding another airline to its booking platform. The direct connection gives the company a technology foundation for accessing and displaying Lufthansa Group content more dynamically as the airline group develops its retailing strategy.
Chief Executive Officer, Wakanow Nigeria and North Africa, Ms Adenike Macaulay said the development reflects the company’s wider investment in modern travel distribution.
“This milestone is about much more than technology; it reflects the future of travel retail in Africa,” Ms Macaulay said.
“Our investment in modern distribution capabilities ensures our customers enjoy richer content, greater transparency and a more personalized booking experience. As airlines continue to evolve their retail strategies, Wakanow is committed to remaining at the forefront of that transformation.”
The direct API connection means customers can receive richer fare and product information while searching and booking. It is also expected to improve booking accuracy and provide greater access to ancillary products and future airline retailing innovations.
Wakanow pushes deeper into airline technology
The Lufthansa Group integration forms part of Wakanow’s broader strategy to expand direct airline connectivity. The company said it has continued to develop NDC integrations with leading international airlines, with additional partnerships in development.
That strategy reflects a wider transformation taking place across airline distribution. IATA says NDC is intended to address longstanding limitations around product differentiation, time-to-market, access to full airline content and the transparency of the shopping experience. (IATA)
For travel companies, the shift can create a more direct relationship with airline content. For travellers, it can mean that fares, seat options, baggage choices and other products are presented with greater detail during the shopping process.
Group CEO, Wakanow, Mr Bayo Adedeji said the achievement was the result of sustained investment in technology and strategic partnerships.
“Our ambition has always been to build Africa’s most advanced travel technology platform,” Mr Adedeji said.
“This integration is another important milestone in that journey and reinforces our commitment to delivering global innovation with an African perspective.”
The move also gives Wakanow an opportunity to reduce its dependence on older distribution processes. At the same time, it positions the company to respond more quickly as airlines introduce new products, pricing models and personalised offers.
IATA’s modern airline retailing programme identifies NDC and related standards as key components of the industry’s transition towards an offers-and-orders model. The objective is to create more personalised and seamless retailing across different customer channels. (IATA)
Lufthansa Group sees Nigeria as strategic market
The partnership also carries significance for Lufthansa Group because of Nigeria’s position within its African network.
Senior Director Sales for Southern & East Africa, Nigeria and Equatorial Guinea, Lufthansa Group, Mr René Koinzack congratulated Wakanow on the integration. He described innovative partners as important to the group’s efforts to transform airline retailing.
“Congratulations to Wakanow on reaching this important milestone! As Lufthansa Group continues to drive innovation in airline retailing, strong and innovative partners are key to transforming airline retailing for the future,” Mr Koinzack said.
He added that Wakanow’s digital investment would help bring modern airline retailing to more travellers across Nigeria and beyond.
General Manager, Sales for Nigeria and Niger Republic, Lufthansa Group, Mr John Opara also highlighted the importance of the Nigerian market.
“Nigeria remains a strategically important market for Lufthansa Group, and we are proud to celebrate this milestone with Wakanow,” Mr Opara said.
He described the integration as a demonstration of what can be achieved through collaboration, shared ambition and a focus on giving customers live access to a wider range of airline products and ancillaries.
Lufthansa operates a significant Nigerian network, with services connecting Lagos, Abuja and Port Harcourt with Frankfurt. The airline group’s established presence in the market gives the new distribution connection additional relevance for Nigerian travellers seeking international flights.
Direct API could change customer experience
The immediate impact of the Wakanow integration will be felt during the search and booking process. Customers can access Lufthansa Group NDC content through Wakanow’s platform, with richer information available directly through the connection.
That can include real-time pricing and availability, enhanced fare choices and ancillary products. The model also allows the travel seller to access future airline retailing developments more quickly as they become available.
Unlike a basic fare display, NDC is designed around richer offers and orders. IATA explains that the standard enables sellers to interact with airlines through APIs for functions including shopping, ordering, payment and servicing. (IATA)
This makes the Wakanow integration part of a much larger change in the global travel industry. Airlines are increasingly seeking greater control over how their products are presented, while travel sellers want access to more content and flexible technology.
For Wakanow, becoming the first African travel company to provide direct Lufthansa Group NDC content therefore gives the company a significant technology milestone to build on.
For Lufthansa Group, the partnership provides another route to reach customers through a major African travel technology platform.
For travellers, the practical promise is simpler: more airline content, better information and a faster path from search to booking.
The development further strengthens the longstanding relationship between Wakanow and Lufthansa Group.
