Jun 24, 2010

Davidson On 'Why The Latest BTC Allegations Don't Add Up And What We Can Do About It'

The following guest column was contributed by Farelogix CEO Jim Davidson.

OK, I'll admit it: Lately I have been trying to take a more passive role in travel industry public discourse. After the surprising accusation that I was leading a cult-like movement toward innovation and against the status quo, I decided to "turn the other cheek," "start with a fresh page," "take one for the gipper," and just shut up. I had even decided to stop my "incessant incantations" on XML (oooh that seductive XML...XML...XML...XML.). 

Sorry, where was I?  Oh yes, my incantations.

As those who run with me in my inner circle know, I have been a long-time student of the ancient arts of spell-casting and mind control. But up until very recently, the only spell I have been able to cast was putting an accidental curse on Mike Premo of ARC that makes him feel compelled to wear a bow tie whenever he leaves the house. And I'm still working to correct that one. So for several reasons, I hereby promise no more incantations. However I can't stop being incessant and vocal when I see danger and hypocrisy afoot in our industry, which brings me to the purpose of this article.

Last week, the Business Travel Coalition published a press release entitled "Corporations And TMCs Asked To Make A False Choice Regarding Accessing Airline Content." This is no doubt a continuation of BTC's prior battle cry against American Airlines and it's "so-called direct connect strategy." However, this latest assault does raise new questions. 

I suspect many of you out there join me in asking, in light of recent industry events, where is this negative propaganda really coming from? I used to think that perhaps the GDSs were the culprit, in a quest to apply pressure to airlines to simply comply with "traditionally defined" distribution standards. However, I have to say maybe I was wrong. Here's why.

According to the recent flurry of press announcements by several GDSs, all are touting new agency desktop platforms that will connect to multiple content sources (including multi-GDS, Web content, and even the most evil of them all: XML [or as BTC puts it, "the so-called direct connect program"]). These innovative new platforms acquire and merge content from all sources, enabling the agent to become more productive while at the same time providing full pricing and optional services transparency, and even comparisons.

My point is that fortunately for all, the GDSs seem to have come on board to the needs of airline unbundling, merchandising, and the fact that disparate content sources are a reality in today's industry. The GDSs and others are busy at work delivering solutions for travel agencies and corporations that address and optimally solve the issues being presented as major obstacles and complexities in the BTC press release. While it's perhaps premature to say "problem solved," we are getting closer, and that is to the benefit of all!

This again leaves the question: What is the real driving force behind the BTC accusations? Put another way: Why, in light of recent developments, does BTC continue to put undue emphasis on the negative, focusing on supposed added complexity, cost, and loss of productivity that it asserts is tied to differing supplier content connectivity and access?  

As far as I can tell, there are only three possible answers:  

1. Not everyone reads current industry product announcements, and therefore those individuals remain uniformed about new and innovative developments;

2. Certain groups of individuals simply don't believe what is being stated in writing about these new agent desktop and multi-content capabilities and merchandising management innovation--in other words, the "vaporware theory";

OR

3. There is some other, less obvious driving force behind all the public discourse. 

So which of the above is driving BTC's campaign? As an industry, we need resolution here, and to get to the root cause of discontent, including whether it is technical, commercial, political or otherwise. Here is a suggestion: How about we replace Incessant Resisting with Incessant Collaboration? 

Since BTC (and the American Society of Travel Agents, as I assume they will agree with the recent BTC assertions) appear to be very concerned about recent industry developments and purport to represent a number of concerned constituents, I would encourage them to get to the bottom of this quandary. 

Specifically, I invite these two organizations to organize and conduct a neutral, transparent "hands-on" public forum to figure out "what is real" in terms of the technology that will enable travel agencies and corporations to access new airline ancillary products. The audience would consist of interested and concerned travel agencies, corporate travel mangers and travel suppliers. 

In center stage would be all GDSs and third party technology companies claiming to have the multi-content aggregation (GDS, Web, XML, etc.), ancillary service processing and agency productively improvement platforms that are needed by today's agents and corporate travel managers. A nominal fee could be charged to cover the direct costs of such an event.

Let's stop the propaganda and public argument. Instead, let's figure out what is real. Will the new airline unbundled products, and new indirect channel innovations by Farelogix, the GDSs and others make things better or worse? Will BTC's perceived fears of increased complexity, fragmentation, opaque pricing, and havoc being raged in our fragile industry turn out to be real and valid concerns--or perhaps simply turn out to be a point of view manufactured for some other, less transparent reason?  

By having this open forum, at the very least, we can all start intelligently and rationally dealing with the real issues, and working with one another. 

What do you say, BTC and ASTA? Farelogix will do its part and even more if called upon.

~ Jim Davidson is president and CEO of Farelogix Inc.

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Related resources:
Tnooz post on "incantation" accusation
Latest from The Beat on AA direct connect
Latest from The Beat on agency desktops