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Simplifying the Business (StB)




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

During its10 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 objectives & projects

  • Airline products
    Empowering airline retailing and merchandising.

Customer Order Transformation

New Distribution Capability (NDC)

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

Travel Communication

Customer Contact Information

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

Future End-to-End Experience

Smart Security

Baggage XML Initiative

Fast Travel

Security Access and Egress

StB project phases

In order for a project to be under the StB umbrella, it must meet certain criteria including: generate industry savings, deliver transformational industry change and bring benefits to airlines and customers as well as other stakeholders.
Using rapid program cycles, the projects within the three goals are listed under five four different phases:

  1. Conceptualization: Illustrate and sketch the concept - this includes identifying the KPIs and reasons for the concept to be explored.
  2. Exploration: Assess feasibility and develop an industry business case based on the identified KPIs.
  3. Development: Develop the “product” (e.g., standard, recommended practice, implementation roadmap, etc.)
  4. Implementation: implement the project, including industry mobilization and market adoption – according to the target roadmap.

      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 who develop a White Paper that is presented at the IATA World Passenger Symposium.

      2014 StB White Paper now available (pdf)


      Additional information

      © International Air Transport Association (IATA) 2015. All rights reserved.