Earlier, airlines sold their products directly to customers. No big deal, then. It was easy. Then, evolved the GDS (Global Distribution System). The complexities evolved too. Next, various other distribution channels like OTAs, Meta-Search engines, Web Services and many other travel intermediaries evolved. All these are "non-direct-channels" or "indirect channels". While the indirect channel solved a lot of problem for airlines, it also brought a great level of complexity and challenge in managing it.What is the complexity and challenge in non-direct channels? It's another channel for airline to market and sell its products, right? So, its a revenue generating channel? Agreed its a revenue generating channel. But, let us describe in detail the disadvantage of all these indirect channels and how it affects the airlines/customers directly
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