American Airlines CEO, Robert Isom, made headlines during the airline’s Q2 earnings call when he publicly acknowledged the need to rebuild „positive relationships“ with travel advisors. This statement marked a significant shift from American’s previous strategy of aggressively pushing direct distribution and NDC channels, a move that ultimately cost the airline up to $1.5 billion in revenue. Isom recognized the importance of re-engaging with travel management companies and agencies to tap into the lucrative pool of indirect revenue, stating, „And we’ve got to find a way to play in the richer pool of indirect revenue, and that starts with having content, having positive relationships with travel management companies and agencies, and then supporting our corporate customers in ways that they feel appreciated.“
Following Isom’s public commitment to rebuilding relationships with the travel trade, several large TMCs in the U.S. expressed cautious optimism about American Airlines’ efforts. Executives at these TMCs noted that American representatives have been newly assigned to larger TMC partners and that initial sentiment towards the carrier is tentatively positive. However, there is consensus among TMCs that it will take time for American to fully rebuild trust. Mike Cameron, CEO of Christopherson Andavo Travel, emphasized the importance of building trust with travel advisors as a crucial step towards regaining consumer confidence.
In response to feedback from TMC partners, American Airlines has taken concrete steps towards rebuilding trust and strengthening its relationships with the travel trade. The airline has hired new account managers for corporate customers and is exploring incentive-based agreements for agencies, which have been well received by industry stakeholders. American Airlines’ efforts to collaborate with major TMCs like Amex GBT have been met with enthusiasm, with Amex GBT’s CEO, Paul Abbott, welcoming the airline’s commitment to working collaboratively with customers and distributors to drive positive changes.
Several TMCs have noted positive developments from American Airlines, including the restoration of content to GDSs, enabling AAdvantage Business participants to earn points on agency bookings, and reassigning dedicated representatives to TMCs. Chardell Robinson, VP of corporate sales at Cadence Travel, highlighted the benefits of direct access and value-added services for clients, signaling a step in the right direction for American Airlines. While some TMCs are still awaiting new representatives from American, there is optimism that the airline is committed to rebuilding trust and strengthening partnerships in the travel industry.
The journey of American Airlines towards reconnecting with TMCs serves as a valuable lesson in the importance of maintaining strong relationships with industry partners. While past missteps may have strained relationships, the airline’s renewed commitment to collaboration and transparency signals a positive shift in its approach. As TMCs cautiously embrace American’s olive branch, the airline stands to regain trust and loyalty within the travel industry, paving the way for a more collaborative and mutually beneficial relationship.
Napsat komentář