American Airlines has faced criticism from travel agents who feel bullied by the carrier’s evolving distribution strategy. Changes to ticket distribution have led to higher prices for consumers and frustration for travel management companies. American Airlines has made significant changes to its distribution strategy since 2006, and its latest phase involves coaxing travel agents to adopt new workflows and fee structures. CEO Robert Isom argues that the changes are necessary to streamline the booking process and provide customers with easy access to all available options. American Airlines has upgraded its systems and now offers three paths for booking flights and upsells: its own channels, modern retailing channels, and third-party technology used by travel agents. However, travel agents argue that the third-party technology offers less fare inventory than before, putting them at a competitive disadvantage. American Airlines removed over 40% of its fare inventory from traditional booking channels, making it difficult for travel agents to access lower-cost options. While there have been some glitches during the complex overhaul, Isom is confident that the platform will be in place by 2024. Despite the criticism, Isom believes the changes will benefit travelers by providing more consistency in flight information and easier rebooking options. He argues that customers shouldn’t have to wait in queues or make phone calls for basic information and that the new system will be more efficient for the airline.