Delta to Distribute Ancillary Products on its Agency Site

Delta Air Lines will enable travel agencies to book its fares and ancillary products and services on WorldAgent Direct, its dedicated site for travel agencies.

The carrier said agents can use the platform to settle their transactions “seamlessly” through ARC.

Delta will implement the Farelogix platform as an agency private-label booking engine on WorldAgent Direct to enable sales and settlement under an agreement signed April 12.

Delta told the Transportation Department in October that it intends to distribute new products and services based on customer preferences. The price of these products may also differ based on criteria such as frequent flyer status or fare paid, it said.

But Delta is taking a different approach than American Airlines, which is developing a similar customization strategy.

American has said it will distribute those offers only through its AA Direct Connect link.

Inclusive, not exclusive
Delta said distribution through the new platform will be “in addition to,” not instead of, distribution through GDSs, leaving the door open to some level of cooperation with traditional channels.

The carrier said the new platform “will provide another source for the travel agency community to access Delta’s fares and other products and services, in addition to the legacy Global Distribution Systems with whom Delta currently participates.”

In its comments to the DOT last fall, Delta said it would consider negotiating access to these products if the GDSs “develop and demonstrate the capability to distribute ancillary services in a way that allows for this personalization.”

Delta called the Farelogix deal “the latest step in the evolution” of its distribution strategy.

“Delta envisions a global distribution model that engages customers directly, allowing for a personalized, superior customer purchasing experience that differentiates Delta’s brand and superior products and services,” it said.

It added that it is “investing more than $2 billion in technology, facilities, products and services through 2013 to enhance the customer experience both in the air and on the ground.”