Senior Research Analyst Seth Borko actually did it. He took the plunge into the galactically complicated world of airline distribution, and came out of it with a research report that is important on so many levels in travel.
Simply untangling the clot of online travel agencies, metasearch sites, traditional offline travel agencies, and travel management companies that make up airline distribution would have been a service to travel executives — which he has done. But he goes much further, even exploring how the sector's entrenched incumbents could be disrupted by Silicon Valley. It's not sexy reading, but it's necessary. Buy a research subscription and learn it all.
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