It may be the travel industry's worst-kept secret, just how envious airlines are of hotel groups' success in marketing directly to consumers. But envy often leads to action. Read Travel Tech Editor Sean O'Neill's story today on how the airlines are looking to claw back market share from intermediaries by experimenting with metasearch on their own websites.
In what may be an omen of things to come, Icelandair and El Al have begun early tests of a new price-comparison feature. The tool on their websites aims to give consumers confidence that they don't need to shop elsewhere to find the best deals. It's a small step and nobody is prepared to declare the airlines disruptors of industry norms. But who knows how long until airlines run ad campaigns asking consumers to "stop clicking around"? Maybe it's about time.
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