As airlines seek to reclaim profits and acquire new customers, they must face complex relationships with OTAs and metasearch engines. In this position paper, we consider how performance marketing, search-engine optimization, and renewed attention to content can drive direct-channel conversions — sparing airlines steep third-party commissions and fees while growing loyalty and market share among new and existing segments of their consumer base.

The report examines:

  • Winning direct-channel customers
  • The impact of competitor/partner relationships
  • Where flight search begins, and their results.

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