Read between the lines

There are times when I feel like the character Jon Lovitz played on Saturday Night Live, you know the one that keeps saying, “Yeah, that’s it. What I really meant to say was…”

Now is one of those times.

Two columns ago, I raved that the upcoming crop of interactive travel IPOs were stop-the-presses news. The following column, I said forget it, BuyTravel.com is the story of the year.

Uh, scratch that.

Word that United Airlines, Delta Air Lines, Northwest Airlines and Continental Airlines have inked a partnership to create a new independently-owned travel Web site has forced me to change my tune –- yet again.

This, folks, is a front-pager if I’ve ever seen one. The four carriers are essentially creating an online travel agency, sending an unmistakable signal that they want to remove not only the middlemen from the distribution equation, but anyone who stands between them and the consumer.

Details remain sketchy, including the site’s name and its management team. But a few things are known. For example, the multi-airline portal won’t try to overturn every paradigm in the travel industry, instead sticking with established booking engine/GDS channels. It won’t interfere with other airline Web projects, such as UAL’s BuyTravel.com venture or conventional carriers sites such as delta-air.com. Launch date is early next year.

The particulars are certain to emerge within the next few weeks. In the meantime, however, as I review the solitary press release issued by these four airlines, I am left with a series of canned quotes from their designated spokespeople. Here, I invite you to read between the lines….

From Bruce Parker, United’s chief information officer and senior vice president of the airline’s information services division: “For the first time, online travel consumers will be able to compare and purchase the Internet fares offered by several airlines and travel providers by visiting just one site.”

Translation: “Online travel consumers will have no choice but to book travel through our new Web site. That’s because we’ll offer fares that you can’t find anywhere else on the Web or from a travel agent. We’re gonna shut down the competition.”

From Vince Caminiti, senior vice president of sales and distribution at Delta Air Lines: “By combining the vast amount of Internet experience of all the launch partners, we will create a site that is superior to all travel sites. The new site will offer the most convenient features of any online travel vehicle.”

Translation: “By combining the vast amount of Internet experience of all the launch partners, we will create a site that effectively puts all the other travel sites out of business. The new site will leave travelers with no alternative but to book through us.”

From Bill Brunger, vice president of distribution planning and revenue decision support at Continental Airlines: “Customers will be offered unique travel packages through the combined product offerings of our partners.”

Translation: “Customers will be offered uniquely-priced travel packages through the combined product offerings of our partners that will make travel agents and other Web sites look like a rip-off.”

From Al Lenza, vice president of distribution planning at Northwest Airlines: “Our site will offer customers the best of everything. The best collection of Internet fares in one location, the best search capabilities and the best travel-related content.”

Translation: “Our site will be the online travel industry’s worst nightmare. Our fares will make them look like a bunch of losers, our search engine capabilities will blow everyone else away and our travel content will make our competition wish they’d never heard of the travel business.”

OK, I’m only half kidding. But as a parting shot, I’d like to offer a few thoughts. If four auto manufacturers got together and decided to sell cars from a new dealership network that they owned, what would the reaction be? Has anyone checked with the U.S. Department of Justice antitrust hawks on this? What’s to stop these carriers from starting their own brick-and-mortar agencies if this is successful? And what does it mean for garden-variety travel agents –- and online agents?

Stay tuned for the answers.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

Be the first to comment