By providing a direct link into the host reservation system, among others, American Airlines provides direct connectivity to shopping and pricing facilities, booking, ticketing and post ticketing servicing transactions through Farelogix.
The AA Direct Connect provides technical flexibility in order to ensure enhanced offerings and customized services. Flexibility in adapting its delivery of optional services, based on changing customer demands, instead of being static by only collaborating with antiquated GDSs is the most important step towards the desired product presentation and innovation.
In a guest column published in The Beat (Travel Technology 2009: Only Those Open To Change Will Reap The Rewards) earlier this year, Michael Strauss, CEO of Pass Consulting, who partners with Farelogix in several areas, already back then stated critically: “Fearful of losing further terrain or giving away their expertise, GDS’s are restricting the collaboration with independent third-party technology providers and are overestimating the risk of losing power in the market.”
Not only blaming major Global Distribution Systems for the current situation in distributing travel content but anybody not open to change he writes: “Insisting on preserving the status quo, they do not see the opportunities that accompany collaboration with third parties.”
With this in mind AA keeps being welcoming third-party niche providers with open arms. On the American Airlines website you can find a complete list and additional information on all AA Direct Connect technology providers, which are at various stages of integration development, including PASS Consulting Corporation.
Not all GDS act the same: Amadeus aggressively targets Sabre dominated North American travel agencies (such as BCD Travel or Travel Leaders – see The Beat Travel Leaders Seeks Content Protection, Productivity In Amadeus One) with their graphical agent front end Amadeus One. Travelport aims for similar deals with their Universal Desktop.
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