The perfect storm is brewing for Airline Distribution and Modern Airline Retailing (MAR)
As we step through this series, it will become evident that a focussed commercial strategy with clear priorities will be the crucial success factor for airlines. Technology as the 'how' of we do business changes from time to time, but the 'why' of strategy remains anchored in the same (and largely technology agnostic) competitive truths.
We will talk about these topics which when considered together constitute the perfect storm:
NDC has overpromised and underdelivered for some airlines
GDS and MAR IT provider competition is impaired
Fear Of Missing Out (FOMO) is driving MAR more than conviction
Timelines for MAR transition are glacial
MAR modularity is turning out to be mostly lip service
Important MAR value pools can be and have been successfully tapped without a fullfledged MAR transition
Other MAR value pools (such as third-party ancillaries) are lined with able and nimble competitors
Agentic AI is beckoning at the center of the storm threatening to move at a much faster pace than MAR
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