Airlines have invested in direct bookings, new distribution capability, and loyalty programs to reduce reliance on intermediaries. Many carriers still find that a direct booking does not always create a direct relationship, since they may know what a traveler purchased without knowing the person’s values or preferred form of recognition. IATA projects airlines will earn $4.50 in net profit per passenger in 2026, leaving little margin for acquisition efforts that fail to build lasting value. Online travel agencies often retain control of discovery, comparison, and future marketing, which can leave airlines with a transaction but weaker customer insight. Rebecca Grimes, chief revenue officer at SheerID, noted that the next generation of consumers is more discerning about whether a relationship feels transactional or the start of ongoing loyalty. Skift Research found that while loyalty programs influence bookings, travelers switch carriers mainly for availability, cited by 55 percent, or price, cited by 44 percent. Deeper personalization requires understanding why people travel and which communities they belong to, such as students, military members, first responders, healthcare workers, educators, and seniors. Industry observers expect carriers to test verified recognition methods as NDC adoption grows and competition for direct relationships intensifies.
