Travel brands that take control of the direct channel booking experience have the opportunity to build relationships with their customers, learn about their preferences and behaviors, present them with tailored content designed to maximize conversions, and ultimately generate more revenue.

For the past five years, airlines have remained profitable by finding new ways to increase passenger capacity, unbundle fares and generate more ancillary revenue with baggage fees, á la carte services, and frequent flyer programs. However, there is still one thing customers are not happy about: the fee to change a flight, which can cost $200 on average.