Comment by tomhoward

It’s an ongoing tension. Direct bookings are ideal but are only adequate if your brand awareness and loyalty is strong, like AA and Southwest. To whatever extent that’s not the case, you need to be available via partners/agencies and on metasearch sites in order to be found.

Our pitch to airlines when we were trying to establish partnerships with them was that we could find flexible travelers to fill seats that would otherwise be empty, and we had unique ways of doing that (which is why the company was able to pivot to enterprise), but we weren’t strong enough for them to feel the need to partner with us (and they don’t want to help a small player grow into a big player).

Flight revenue optimization is an art and science at least as old as industry deregulation, and funnily enough is now something my old company is providing a lot of help with. If you can’t beat ‘em, join ‘em as they say.