It has become a ritual: Every few years, usually when global distribution system (GDS) contracts are up for renegotiation, the airlines challenge the distribution status quo and try to loosen the hold that GDS companies have had on airline distribution. The animosity is rooted in the days when GDS companies routinely hiked segment fees by 9% or 10% every year, offering nothing new in exchange. “They were fat, dumb, happy and evil,” a distribution veteran who did not wish to be ...

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