Published on : Friday, October 20, 2017
JetBlue stated that it is the initial phase of a new distribution strategy that would focus on direct bookings through its website and select third parties.
The airline claims that the cost structure through third-party channels make it quite a challenging offer, to be providing a full range of fares. It added that by ending its relationship with lower-yield OTAs, it would be able to support its ‘structural cost efforts’ and make sure customers would be entitled to the best experience possible since direct bookings offer benefits to customers including special offers, third-party fees, loyalty points and seat upgrades.
The air carrier also provides $100 credit if they find the same ticket for a lower fare anywhere other than its own website.
JetBlue’s news comes after many agencies had criticized airlines for restricting competition through controlling information and consolidation published on GDSs and third-party search engines. But then JetBlue said in one of its statements that it supports comparison shopping. It indicated that many aggregator sites offer clients a choice of fares and redirect them to the sites of airlines’ for booking.