The press release below from American Airlines and Expedia poses questions and presages a great deal. The technology approach is open for debate and its feasibility is another question altogether. So while this does represent change is it more a case of “the more things change, the more they stay the same”? Direct connect through a GDS? This seems to be more of a case of American Airlines trying to reject the past through committee: a compromise approach wins out over a full-blown reinvention of the travel distribution marketplace. Well, its a start. However, a hybrid approach likes this by a major travel supplier continues to leave the door wide open for key distribution players, such as Sabre, Amadeus and their ever increasing competitors to grasp the reins of innovation.
American Airlines Fares and Schedules to Return to Expedia and Hotwire with New Ticket Distribution Agreement
FORT WORTH, Texas and BELLEVUE, Wash., April 4, 2011 /PRNewswire/ — American Airlines, a wholly owned subsidiary of AMR Corporation, and Expedia, Inc. announced today a memorandum of understanding (MOU) that will allow the companies to resume doing business together, effective immediately. Access to fares and schedule information of American Airlines and its subsidiary American Eagle has been restored for search and ticketing on Expedia and Hotwire sites worldwide initially via global distribution system (GDS) technology.
Expedia said it plans to access American’s fares, schedules, and customized travel products and services via American’s direct connect link by using aggregation technology provided by a GDS. Expedia is committed to working with airlines, GDS and other technology partners to ensure continued innovation within the Expedia marketplace.