ABSTRACT
Customers use the ever increasing market research tools available to them in order to obtain the best value for money. A decision to purchase a product or service will be made based on a strong brand, acquired through the cheapest channel, being available to purchase through a trusted retail site such as Amazon or a comparison rating site, or connected products and services available via a trusted Total Travel Facilitator. As for competitors, the competitive space is being stretched, with competition not only increasing within air carrier sectors and between air carrier sectors, but also from new information loaded businesses that are circling the distribution landscape. For all airlines, technology is an enabler of business strategies. For the innovation ambitious it can even be a driver of business strategies. However, the effective deployment of technology requires not only a different mindset, but also dramatic changes in many systems and processes as well as organizational changes, involving functions, people, and skills.
