Delta Air Lines is aiming to cut out the travel agent by targeting a massive increase in direct bookings through the Internet and call centres.
Some 4% of bookings are taken direct on Delta’s Web site but by 2004, the airline expects this to be at 18%. Call-centre bookings are also forecast to rise from the current 24%.
Both increases will be at the expense of agents who account for 70% of its business.
Delta executive vice-president customer service Vicki Escarra said: “We have a major strategy to move from agencies to call centres. The Net will also lower distribution costs for us.”
It has recently upgraded its site at www.delta-air.com to speed up on-line bookings and is planning personalised pages to give passengers improved service. Frequent flyers also qualify for reduced Web fares.
Delta’s investment in more direct sales comes as its global partner Air France announces plans to set up a Web site with rival European carriers. British Airways, Lufthansa, Alitalia, Iberia, Swissair and Sabena are involved.
The site will take direct bookings when unveiled later this year.
Delta Air Lines and Air France are also constructing their own bookable Internet service.