Myths and realities of direct airline connections for corporate travel

In recent years, direct connections between airlines and corporate buyers have been presented as a modern, cheaper, and more efficient alternative. However, a new report warns that these promises are not always fulfilled, and that the reality may be much more complex than it appears.

The analysis, led by Sabre Corporation, combines data from major U.S. airlines—representing more than 117 million annual bookings—with a survey of 500 agency executives across 14 international markets. The findings are clear: direct connections can lead to unexpected costs, greater system fragmentation, a lack of scalability, and inconsistent experiences for business travelers.

Roshan Mendis, Chief Commercial Officer and Executive Vice President of Sabre, explained: “Direct connections have a role to play in the evolution of the industry, but they are not the silver bullet that is often presented. Agencies connected to large-scale platforms like SabreMosaic Travel Marketplace offer what companies truly need: a complete view of content, consistent traveler experiences, scalable infrastructure, and measurable value.”

Four key misconceptions identified in the study

1. Cheaper fares: Almost never.
Although airlines often promote direct connections as the most affordable way to access their prices, analysis reveals the opposite. Integrated marketplaces, such as SabreMosaic, matched or beat fares on more than 90% of searches, and in 41% of cases offered lower prices than booking directly. This is because these platforms combine NDC and EDIFACT content and can build more flexible itineraries, including combinations of multiple airlines.

2. More direct content: an incomplete view.
Some airlines claim that their direct NDC APIs offer more extensive or exclusive content. In practice, these same APIs are already available on global platforms like Sabre. The problem is that each direct connection only reflects one airline, forcing travel agencies to manage dozens of different integrations, each with its own technical and commercial requirements. According to the survey, 91% of agencies already operate four or more reservation systems, and three-quarters confirmed that this number has increased in the last three years.

3. A more seamless experience: not at the corporate level.
Airlines often present direct connections as a more modern and personalized experience. However, the lack of standardization creates inconsistencies between airlines. For leisure travel, this can be an annoyance, but for business travel, it poses a risk: last-minute changes, multiple providers, and duty-of-care obligations require uniform processes. If each connection works differently, travelers face frustration, managers lose visibility, and corporate programs suffer compliance gaps.

4. Future-proof: but lacking in scale.
Airlines promote their direct connections as future-proof, but the study concludes they lack the capacity to scale with the pace of global corporate travel. Millions of searches and bookings must be processed instantly and consistently, something that point-in-time systems can't guarantee. In fact, some airlines throttle results when the ratio of searches to bookings is too high, reducing fare visibility. With the exponential growth of Artificial Intelligence and the multiplication of queries, this problem is getting worse.

The value of integrated platforms

In the face of these limitations, Sabre emphasizes that global travel marketplaces can overcome the risks associated with isolated connections. SabreMosaic Travel Marketplace, for example, integrates content from 38 NDC airlines, more than 150 low-cost airlines, more than 420 traditional EDIFACT airlines, 2 million accommodations, and more than 70 rail and car providers. All in a single platform that incorporates AI algorithms, advanced search capabilities, and cloud scalability.

“This debate isn't just about technology, it's about effectiveness and consistency,” Mendis added. “Companies need to build programs that save money, satisfy travelers, and protect people on the move. The data is clear. The path forward is also clear.”

In conclusion, while direct connections play a role in the evolution of the airline industry, the study notes that their initial appeal can mask complexity and risks. For corporate travel, where efficiency, security, and scalability are critical, integrated platforms remain the most robust and reliable option.

Source: SABRE.