American Airlines has faced backlash from travel agents over its distribution strategy, with the American Society of Travel Advisors filing an unfair trade complaint against the carrier. American Airlines has made significant changes to its distribution methods since 2006, coaxing travel agents to adopt new workflows and payment plans. The carrier’s CEO, Robert Isom, defended the changes, stating that flyers should have easy access to information without intermediaries. American Airlines offers three booking paths, including direct channels, modern retailing channels, and third-party technology used by travel agents. Travel agents argue that the third-party technology offers less fare inventory, putting them at a competitive disadvantage. American Airlines removed over 40% of its fare inventory from non-NDC booking channels this year, impacting travel agents who have not yet adopted NDC. Isom acknowledged that there have been some glitches during the overhaul but expressed confidence in the platform. He argued that the changed distribution platform will benefit travelers with more consistent information about their flights and easier rebooking processes. Isom emphasized the importance of customer preferences in shaping the distribution strategy and highlighted the efficiency benefits for the airline.