In order for airlines to drive ancillaries, the focus needs to be on developing a deeper relationship with every passenger and not renting your passengers from OTAs. While some airlines may focus primarily on their most valuable customers, the issue is not clear cut. There’s a lot of channels out there and a lot of tools that people use to make their purchase and do their research. If you are not actively competing for that relationship, then you are facilitating a commoditised world and it becomes entirely about price.
(Last Updated On: February 23, 2017)