The recent launch of RoomKey (Choice Hotels International, Hilton Worldwide, Hyatt Hotels Corp., InterContinental Hotels Group, Marriott International and Wyndham Hotel Group), set me thinking that this would be a great idea for airlines; like-minded businesses coming together to control distribution costs and direct traffic through to their existing branded websites.

Hold on a minute! They do - the alliances! Of the three alliances, SkyTeam offers the best look to booking experience, but what a great opportunity to use these distribution channels to engage travellers directly. As well as standard fares, show promotions and dynamic and personalised adverts deep linked into an airline's results flow. This will have the benefit of reducing the number of steps and clicks a traveller has to go through to get to what they really want: the best deal for them. Travellers keen to accrue loyalty points or stay within travel policy have another transparent point of access to not only build their itinerary, but to develop deeper relationships with the brands they trust.

Mike Naylor

Business Development Director, Datalex