Are Airlines Really Retailers?

Many, perhaps most, airlines do not have the right mindset to make retailing a success

Offer-order retailing is supposed to magically turn airlines into retailers. Industry trade body IATA reckon that “customers want personalization, efficiency, and seamless experience on any channel”.

Amadeus, an IT vendor, says that airlines using their pricey and over-complex tech will “impress travellers with hyper-personalized, frictionless experience…