JetBlue boots some OTAs as it pivots to more direct bookings
JetBlue is limiting the number of third party sites where customers can book flights in a move to cut distribution costs and attract more direct business.
It will stop offering flights to a dozen ‘lower tier’ online travel sites but will still be available on big players like Expedia and Priceline.
Sites being ditched include smaller OTAs VacationExpress.com, SmartFares.com and WhatsCheaper.com.
These tend to sell more of the lowest fare categories.
It is the first step in a new ‘online distribution strategy’ it said.
"The distribution cost structure through third-party channels makes it challenging to offer a full range of fares. By eliminating lower-yield online travel agencies, JetBlue will not only support its structural cost efforts but also help ensure that customers traveling with JetBlue have the best experience possible," the airline said in a statement.
JetBlue already gets ‘well over half’ of business from direct bookings, JetBlue EVP for commercial and planning Marty St. George said.
The move will likely help push more customers to the airline’s website but may also give it more clout to negotiate lower commissions with the OTAs it will continue to use.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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