In our modern economy experiences create more value than goods and services, making experience a key competitive differentiator, especially in the $8+ trillion global travel industry. It’s a chief motivator of the airlines who have invested billions in cabin, airport, lounge and digital upgrades to improve the traveler experience.
Yet, while at the forefront for many years, the legacy indirect distribution technology and standards have not allowed airlines the flexibility to differentiate products and experiences the same way they can via their websites, direct to customer. This created an imbalanced traveler experience.
To address this, the airlines embarked on an ambitious journey to transform airline retailing and modernize the now outdated technology and standards that served the industry well over the years, into a true digital retailing experience.
The enhancements promise to deliver richer, more relevant content through value-based pricing, convenience, and choice for travelers, across all distribution channels. There are three key components that are required to make this rich content come to life – distribution, content and display.
