Can travel booking sites endure the airline onslaught?

Filed under: North America, United StatesAmerican Airlines wanted out of Orbitz ... and then it was bounced by Expedia (preemptively, it seems). Delta wanted out of CheapOair ... and OneTravel ... and BookIt. Nobody knows what's next, but it appears that something is on the horizon, given the magnitude of change in the airline/online travel agency landscape over the past few weeks. I wrote a month ago that a "brand war" was brewing, a sentiment that has since been echoed by other media and research organizations.

So, as the battle intensifies, it's natural to ask one simple question: should online travel agencies actually exist?

Specifically, a comment by Delta's Glen Hauenstein on Tnooz caught my attention:


"We look at it very much like an Apple store versus Best Buy. You can buy components or Apple products at both. Your experience in an Apple store is obviously quite different than it is at a Best Buy store. That model is what we think about when we think about Delta.com."


This remark, delivered by Hauenstein at a Delta investor event, is seductive for its simplicity. Ithas everything the airline needs to look cool and in control. It aligns itself with the most innovative retailer on the planet, contrasts itself with a passé business model and makes the strategy look viable. In pulling out of CheapOair, OneTravel and BookIt, Delta creates the appearance of exclusivity and style (at least acceding to Hauenstein).

This would not bode well for the online travel agency sector, as the Delta play would indicate that owning the customer itself is far superior to sharing the customer with an intermediary. And doubtless, this is true: having the customer create a relationship with your brand is always best. The problem, unfortunately, is that this approach isn't viable. There will always be bargain-hunters, comparison shoppers and lovers of alternatives who are natural online travel agency customers.Continue reading Can travel booking sites endure the airline onslaught?Can travel booking sites endure the airline onslaught? originally appeared on Gadling on Tue, 04 Jan 2011 12:00:00 EST. Please see our terms for use of feeds.Permalink | Email this | Comments

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