For all the consumer trends that suggest online travel agencies are gaining an edge in Europe, airline marketers find they still hold distinct advantages of their own, according to a new eMarketer report. One effort has focused on promoting direct bookings. Revenues from add-on purchases like baggage allowances are one factor contributing to direct booking on airline sites.
Airlines are creating differentiated products and services offers in order to improve customer satisfaction, ancillary revenues and finally direct bookings. Ancillary services, such as like baggage allowances, increase direct bookings simply because they are easier to promote and purchase on airline website.