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Simplifying the Business (StB)




Simplifying the Business (StB) is an industry initiative that aims to transform the end-to-end journey experience through the implementation of innovative solutions. 

During 10 years of existence StB’s focus has evolved from the original “improving the customer experience and reducing industry costs” to the broader “making an industry easier to do business with for both customers and partners”.

StB goals & programs

  • Airline products
    Empowering airline retailing and merchandising.

New Distribution Capability (NDC)


  • Real time interaction
    Provide customers easy, real time, accurate and trusted information from all operators throughout their journey.

Customer Contact Information

  • Seamless & hassle free
    Optimize the number of customer processes and related wait times throughout the journey.

Smart Security


Fast Travel

Security Access and Egress

Automated Border Control

StB phases

  1. Ideation – Ideas for StB projects and initiatives are created during the StB Think Tank.
  2. Change – Strategy including the new ideas attained from the Think Tank and current projects are directed by the StB Steering Group.
  3. Implementation – The StB program, including its projects and initiatives are discussed at the annual World Passenger Symposium.

StB Think Tank 2014 activities

The ideation process is essential to ensure that StB is constantly innovative and focused on its relevance to our members. The StB Think Tank is composed of airlines and partners. Here is a sneak peak on the current ideas in conception and exploration:

Airline products

  • Customer Order Transformation (COT)

Real time interaction

  • Travel Information Brokerage
  • Universal Customer Data Exchange

Seamless and hassle free

  • Future end-to-end experience
  • Simplified payment solutions
  • Process optimization/elimination
  • Passenger data and identity management

Additional information

© International Air Transport Association (IATA) 2014. All rights reserved.