Wael Mattar

✈️ Airlines face a dilemma between GDS and OTA. GDS offers access to premium passengers but incurs high distribution costs. OTAs provide volume and speed but compromise airline identity and customer loyalty. Airlines must choose between controlling distribution or negotiating dependency. The key to success is knowing when to use intermediaries and when to walk away, with the future hinging on shifting from selling seats to owning customers. Margin, not channel, often suffers in these compromises.