The Alliance states that the new policy from America undermines the mutually advantageous relationship, potentially alienating faithful customers and upsetting the harmony of the travel distribution system.
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GLOThe World Travel Agents Associations Alliance (WTAAA) expresses deep concern over American Airlines’ recent decision to implement punitive measures against travel agencies using third-party booking platforms. The airline’s announcement states that only bookings made directly with American or a select few “preferred” agencies will qualify for AAdvantage miles accrual, putting the majority of travel agency customers at a significant disadvantage.
By discontinuing AAdvantage accrual on tickets booked through most agencies and setting stringent thresholds for agencies to maintain preferred status, American is actively discouraging travelers from using the travel agency channel.
Airline loyalty programs have been pivotal in the travel industry, offering incentives that drive repeat business and customer satisfaction. Travel agencies assist consumers in maximizing these benefits. American’s new policy undermines this mutually beneficial relationship, potentially alienating loyal customers and disrupting the balance of the travel distribution ecosystem.
This approach will fragment distribution, increase costs, and reduce transparency for consumers comparing offerings across airlines. It also shows a troubling disregard for the vital role travel agencies play in serving travelers, especially post-COVID-19, when their expertise and personalized service are particularly valuable.
WTAAA urges American Airlines to reconsider this counterproductive policy and reaffirm its commitment to maintaining an open and fair distribution landscape benefiting all stakeholders, including travel agencies and the traveling public. They call for constructive dialogue with travel agency associations and partners to find solutions preserving consumer choice and fair competition.
Collaboration is key in the travel industry, and WTAAA is prepared to collaborate with American Airlines to develop policies fostering innovation, strengthening loyalty programs, and ensuring a prosperous future for the sector.
Source: WTAA
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