Will some Modern Airline Retailing (MAR) value pools ever materialize?

Airlines embarking on Modern Airline Retailing transformations are hoping to tap significant, additional revenue pools. Apart from evolving into better sellers of their own products and services, airlines are aiming to become retailers of third party products and services, such as hotels, cars and travel experiences. 

Airlines should ask themselves: Even if or when OOSD capability is fully in place, will travelers really be looking to airlines to become the orchestrators of their trips, or will OTAs and AI agents not be the natural "go to" orchestrators?