American Airlines is threatening to stop making their tickets available through Orbitz.  Instead of supply this data through a global distribution system provider, it wants Orbitz (and ultimately companies just like Orbitz) to make a direct connection to AA instead. 

At first glance, this would appear to be much ado about nothing but it isn’t.  When Orbitz and others like them get their data through a GDS, they get all the info and they’re able to display fares with a reasonable amount of transparency and thereby show the most competitive fare(s) available.  If they begin to make direct connections, airlines will suddenly have the ability to control what is fed into systems like Orbitz and Orbitz doesn’t like that.

Orbitz (and the others) are popular with the consumer because they are offering competitive choice and that service product promise is to show the lowest fare currently available.  What if an airline is able to decide that those people will only see somewhat competitive fares on those systems and reserve the best values for display on their own website?  That will ultimately drive traffic away from the travel agencies (Orbitz, etc) and towards the airline’s sites where only partner companies will participate in access to the customer.

Furthermore, by eroding the value of the travel agency websites, the airlines would be able to make the picture for what a competitive fare is a bit more “fuzzy” to the consumer.  The last thing airlines want is a competitive marketplace.  The first thing that you, as a consumer, want is a competitive marketplace. 

But it’s that competition that is making it so hard for airlines to raise prices.  Right now, one airline essentially “bids up” the price of a fare and then waits to see if other airlines match it.  If they don’t, the first airline will drop its price back to the old market price.  If they do match it, then suddenly all fares are raised but they are once again perfectly competitive which means market share for those customers doesn’t change. 

Airlines want things as fuzzy as possible and as difficult as possible to price shop because that potentially allows them to raise the prices more.  Right now, airline A might have 10 flights on a route and airline B may only have 3.  But if airline B sells at a lower price, airline A has no real choice but to match it.  This is because we see all the lowest fares displayed on a website and a price differential as little as $5 can change market share quite a bit. 

This is one reason why I believe Southwest should seriously consider getting back on the grid, so to speak.  They offer competitive prices (particularly when you consider their policies on bag fees) that aren’t displayed alongside all the other airlines on these travel agency websites.  In fact, they offer the two things that most customers want:  low fares (or at least competitive) and frequency. 

Ultimately, I expect that American Airlines will have to accomodate Orbitz in some manner.  I say this because no other airline is making this attempt at the same time.  Not having their fares displayed alongside their customers in the present circumstances will mean a potential loss of market share.  Things would look worse for Orbitz if the other airlines were trying to do the same thing.

Filed under: Airline News by ajax