An expert study refutes airlines' claims that direct sales are less costly for them than sales through OTAs, reports the European Tour Operators and Travel Agents Association (ECTAA).
According to the association, the study, published today Infrata is an infrastructure investment analysis company supported by ECTAA and the European Technology & Travel Services Association (ETTSA).
New data suggests that increasing the share of so-called "direct" bookings does not reduce airline costs, however, The real motive of carriers is to reduce consumers' access to independent, neutral booking channels.
The study found that sales through travel agents using neutral booking platforms (GDS) are as effective for airlines as direct sales.
Ian Louden, the study's author, says the following:: “Taking into account the costs of advertising, marketing, customer support and payments, as well as significant investments in attracting online customers, “direct” bookings and those made through online and offline agencies are practically equivalent. Airlines are simply trying justify their intention to move to less transparent “direct” schemes.”
"Some airlines claim that sales made through travel agents using neutral booking platforms cost them several times more than direct sales. However, research shows this is not true. When airlines strive to switch to direct sales, their costs actually increase. This is typical for certain categories of airlines," says, in turn. Christoph Klenner, Secretary General of ETTSA.
Michel de Blust, Secretary General of the ECTAA, also added, commenting on the study's findings: "We can only conclude that airlines must have other motives for promoting direct sales. One clear motive is already clear: an attempt to avoid the transparency, convenience, and choice that all travelers seek. Direct sales from airlines lack all of these, leaving passengers vulnerable to price hikes."
Source: trn-news.ru