Flight consolidators are being offered more seats at better prices as airlines seek to maximise sales through alternative distribution channels.
Over the last few years, consolidators, and the travel agents that use them, had seen a reduction in airline product as carriers increasingly sought to drive sales in house.
However, The Holiday Team sales director Rajan Sawhney said that, following the collapse of the economy last year, which dissuaded many consumers from flying, airlines are now offering consolidators flights between 8% and 12% cheaper than those offered through other sales avenues.
Sawhney said: “Airlines are reviewing their thinking in the wake of [the economic slowdown]. Airlines are realising the consolidators do have a reach to agents across the country.”
Major Travel development manager Bill Samuels said airlines are offering the consolidator up to 30% more product since the start of the year as they try to access more independent agents.
He added: “There might be one or two airlines that have the ability to create [and maintain] a direct sales base, but for every one of them, there are going to be around 15 who need our distribution to continue to grow.”
JTA managing director Wayne Darrock agreed, adding: “For the last five years, the airlines have been targeting direct sales, but [the situation] is a thing of the past.”
Instead, Darrock said selling flights to cruise agents is proving one of the consolidator’s biggest growth areas as the market becomes more specialised.
He added airlines have also become more realistic in their commercial arrangements with the consolidator.
Darrock said: “Airlines are setting more realistic targets. They’ve realised the [direct] market place is not there.”