Following the recent Travel News report on discrepancies in how airlines handle bookings across different channels, Asata is calling for urgent industry dialogue to address these market inequalities.
“We're seeing troubling inconsistencies in how airlines treat identical booking scenarios, depending on whether they come through direct channels or travel consultants,” says Otto de Vries, CEO of Asata. “This creates confusion for consumers and undermines the professional credibility of travel consultants who are simply trying to serve their clients according to established fare rules and policies.”
The report highlights several concerning trends, including selective fare rule applications based on loyalty status and discrepancies in how bookings are managed across sales channels.
In one instance, a customer was promised a free date change through the airline's direct channel for a minor schedule adjustment, while the same change attracted fees when processed through their travel consultant. Similarly, preferential treatment sometimes extended to loyalty programme members through direct channels is not consistently available through travel consultants, creating an artificial barrier between consultants and their high-value clients.
"While we understand airlines' commercial imperatives to grow direct sales, these practices effectively penalise consumers who choose to book through travel consultants. This goes against principles of fair competition and transparent pricing," De Vries says.
“If airlines are truly committed to a ‘modern retailing’ future, as IATA's ongoing initiatives suggest, then they must ensure that agents have equal access to content and that fare rules, policies, and treatments remain consistent across all distribution channels. Airlines talk about improving the customer experience, but these policies achieve the opposite – creating confusion, frustration, and financial penalties for both travellers and the agents working to support them,” he continues.
However, De Vries emphasises that these challenges also highlight the evolving role of travel consultants: “The future of our industry lies not in competing with direct channels but in elevating our role as trusted travel advisers. Modern travel consultants have long moved beyond just traditional ticketing. They provide a full retail, high-touch experience – something today’s travellers increasingly expect but often struggle to find when booking directly. Our members’ clients rely on travel consultants and travel management companies for more than just air tickets; they seek seamlessly curated, multi-product itineraries, personalised service, comprehensive travel management, and risk assessment – elements no direct booking platform can truly replicate.
“The future of our industry lies not in competing with direct channels but in elevating our role as trusted travel advisers. Modern travel consultants are moving beyond traditional ticketing to provide comprehensive travel management, risk assessment, and personalised service that no direct booking platform can match."
Asata is calling on airlines to address these inequalities through several key actions: consistent application of fare rules across all distribution channels, equal access to loyalty programme benefits for travel consultants managing client bookings, transparent communication about schedule changes, and collaborative development of distribution strategies that benefit all stakeholders.
"We remain committed to working constructively with our airline partners to address these issues," concludes De Vries. "The goal isn't to resist change but to ensure that, as our industry evolves, we maintain a level playing field that serves the best interests of consumers while recognising the valuable role that professional travel consultants play in the travel ecosystem."
