Electronic distribution channels of airline ticket

The rapid development of the Internet has provided travellers the opportunity to search and compare travel-related products. Meanwhile, airlines are adopting online pricing strategies to expand their target market shares. Nevertheless, limited attention has been paid on assisting airlines in gaining competitive advantages. This study identified all the electronic distribution channels to book airline tickets using Cathay Pacific Airway (CX) as an example. Main findings indicated that CX adopted 140 electronic distribution channels. Airlines are suggested to fully utilise diverse online pricing strategies but maintain a controllable number of online travel agencies (OTAs) to maximise revenue.