The recent developments within American Airlines regarding their distribution strategy have sparked discussions within the travel industry. American CEO Robert Isom admitted to mistakes in the implementation of their New Distribution Capability (NDC) policies, including the removal of fares from legacy systems which put pressure on agencies to use the new NDC systems for bookings. This move was met with criticism from ASTA, stating that the NDC technology is deficient and advocating for the return of fares to legacy systems.
ASTA CEO Zane Kerby expressed openness to working with American to develop a strategy that considers the needs of travel agencies. However, he emphasized the importance of avoiding arbitrary and unreachable goals associated with implementation. Following these discussions, ASTA leadership held a press conference, expressing gratitude for American’s decision to change course. This collaborative effort demonstrates the effectiveness of advocacy in influencing industry practices.
ASTA’s campaign against American involved significant engagement from advisors and clients, with “thousands” of individuals writing to lawmakers urging for change. The association targeted influential members of Congress with op-ed pieces, including one written by Kerby in the Boston Herald. This grassroots campaign, coupled with engagement with regulatory bodies, showcases the multifaceted approach taken by ASTA in advocating for industry-wide changes.
While initial meetings with American occurred during the early stages of their strategy shift, direct communication had ceased until recent developments. Despite disagreements with American’s senior leadership, ASTA continued to engage with regulatory bodies and launch advocacy campaigns to highlight the challenges faced by travel agencies. The departure of key individuals within American’s leadership, such as Scott Lawrence, reflects the impact of advocacy efforts within the industry.
ASTA’s advocacy efforts involved filing complaints with regulatory bodies, engaging in grassroots campaigns, and utilizing advertising to reach lawmakers and stakeholders. The comprehensive approach taken by ASTA highlights the importance of collaborative efforts in influencing industry practices and ensuring the interests of travel agencies are represented. The association’s dedication to advocating for its members underscores the significance of collective advocacy in the travel industry.
The recent developments within American Airlines and the subsequent changes in their distribution strategy underscore the impact of advocacy efforts in the travel industry. ASTA’s commitment to representing the interests of travel agencies through collaborative engagements and advocacy campaigns highlights the importance of collective action in influencing industry practices. As the industry continues to evolve, the role of advocacy in shaping policies and promoting the interests of industry stakeholders remains crucial for sustainable growth and development.