Truce & Sabre
American Airlines and Sabre have decided to enjoy a truce while negotiating a new contract until this summer. Is this war between AA and the GDS systems over? No, not yet.
I think AA needed some of the heat to die down in the public given their most recent financial results and this was a way of moving one of 3 major problems off to the back burner and getting their revenue stream back online with the largest GDS system. They can continue to play chicken with Expedia and Orbitz in the meantime and see if they can get any traction at all.
But it begs the question as to why AA is choosing to fight this right now when it so obviously has a large pile of other problems to solve first. They are the only legacy/SuperLegacy airline to lose money for 2010 and while they have some promising developments in their favor, they continue to fall further behind other airlines when it comes to earning a profit.
If you compare the problem of fees with respect to GDS systems vs the problem of labor unrest and productivity, I know which one I would want to get solved first. I wonder when AA’s board of directors and shareholders begin to be unsatisfied with AA’s financial performance relative to the rest of the industry.
In another development, Virgin America has inked a deal with Sabre to provide reservations systems and to continue its GDS relationship going forward in a multi-year contract. Several airlines have reaffirmed the GDS model (US Airways as well) and American continues to stand alone in this conflict although I do think Delta is paying close attention.
One good thing that may come from this is the GDS providers doing a better job of accomodating the a la carte fee structures and upselling. That would not be a bad thing. In addition, it may well spur the GDS systems to invest in new technology that not only will accomodate future needs as well as lower fees. That, too, would not be a bad thing.
Right now, I would say the GDS systems have a slight upper hand in this fight.
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