Background Note | HBS Case Collection | March 2010

Airline Travel in the U.S.

by Sunil Gupta and Kavita Shukla


How should airlines respond to the rising share of Online Travel Agencies (OTAs) as consumers increasingly search the web to buy tickets?

Keywords: Management; Marketing Channels; Consumer Behavior; Market Participation; Agency Theory; Online Technology; Aerospace Industry; United States;


Gupta, Sunil, and Kavita Shukla. "Airline Travel in the U.S." Harvard Business School Background Note 510-096, March 2010.