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Why are all stages of the chain of distribution not always necessary ?

In the travel industry, the chain of distribution is often shortened due to the growing noticeably of direct booking platforms. Traditionally, traveler’s relied on a layered system involving tour operators, travel agents, and service providers like airlines and hotels. However, with advancements in digital platforms and mobile applications, travelers can bypass intermediaries entirely. This change has made booking travel more streamlined and cost-effective while empowering customers to take greater control of their planning process.

For instance, platforms like Airbnb enable travelers to book accommodation directly from hosts, eliminating the role of traditional travel agencies and hotel chains. Similarly, budget airlines such as Ryanair and easyJet focus on selling tickets exclusively through their websites, avoiding the need for tour operators or travel agents as intermediaries. Likewise, services like GetYourGuide and Viator allow travelers to book local tours and experiences directly from providers, further reducing reliance on traditional distribution networks.

This direct-to-consumer approach not only reduces costs but also increases transparency and convenience for travelers. The rise of technology-driven solutions has fundamentally transformed the industry, making travel planning more accessible and efficient while diminishing the relevance of traditional distribution chains.

Refrences

Tobin, R. (2024) Marketing and communication: Travel weekly, Travel weekly . Available at: https://www.travelweekly.com/Travel-News/Travel-Agent-Issues/Travel-Industry-Survey-2023-Marketing-and-communication (Accessed: 03 December 2024). 

The Travel Distribution System (no date) Visit Britain . Available at: https://www.visitbritain.org/sites/ind/files/2023-06/chapter_8_-_the_travel_distribution_system_-_2nd_edition_-_pdf_accessible.pdf (Accessed: 03 December 2024). 

Vacation rentals, cabins, Beach Houses, & more (no date) Airbnb. Available at: https://www.airbnb.com/ (Accessed: 03 December 2024).