
American Airlines (AA) has severed its relationship with Kayak and possibly Orbitz. I wonder if this will be an isolated incident or represent the beginning of a significant industry trend.
American says that reservations made on Kayak were linked through to Orbitz to complete the sale. This caused AA to pay a fee to both agencies on the same reservation.
The online agency business.
Online travel agencies have created a huge business in part by allowing potential customers to see all relevant flight, hotel or car rental choices in one view. In turn, they charge travel companies a booking fee, which over many reservations, becomes huge. At a time when airlines are looking at every possible means to curtail costs, any additional agency fee is burdensome.
While airline ticketing fees may only be a few dollars each, in the case of hotels, the fees can be up to 20% or more of a booking’s value.
On the other side of the coin, Orbitz, Expedia, Travelocity, Kayak and the likes have mustered a huge following that makes it hard for providers to ignore. And they provide a valuable service and generally superior user interfaces that can result in savings of both time and money for the traveler.
Travel providers try to wrestle business back from online agencies.
One question is whether providers will be able to offer greater utility on their own sites that consumers have come to expect.
An example is the flexible date search feature which is beginning to find its way to more and more airline sites. Today Alaska Airlines announced the new feature on their site. They now join American and Southwest in offering this most helpful feature, previously associated with online agencies.
If providers are able to offer greater usefulness both on their websites and in the data they push directly to consumers, together with discounts not available though online travel agencies, online travel agencies could fail, at least in the form in which they are monetized today.
How this affects us?
This dramatic move is likely to be the first of many as the travel industry remakes itself, perhaps to a greater degree than anyone ever anticipated.
Southwest Airlines long ago decided to forgo paying commissions to online agencies and instead sells its own inventory. They have nonetheless become the largest domestic carrier.
For the time being, I’ll continue to scour all the internet sites to find the best deals. It doesn’t bother me that American won’t be on Kayak, and yes, I for one will go directly to their site to check prices. For that matter, I subscribe to their fares, which makes even more sense, so they are pushing deals out to me. I do the same with all the carriers that I’m interested in.
Where do you think this will all end up?