The Brief
One new fare tier went live this week on exactly one channel: the supplier's own.
Air India's Basic fare is bookable direct and nowhere else — and IRCTC is weeks from shipping a fare calendar, visual berth maps, and 94%-accurate waitlist prediction, the precise UX features OTAs spent a decade selling as their reason to exist. The disintermediation story everyone rehearses runs top-down: AI agents commoditising the aggregator into a wholesale supplier. The sharper squeeze this week was bottom-up — suppliers rebuilding the convenience layer natively and reclaiming the direct relationship, stripping the 'we make booking easier' pitch before any agent gets the chance. And the capital markets ratified it: the sell-side's travel-boom picks were a B2B distribution platform and a rail-anchored OTA, not the consumer flight-and-hotel model. The question to sit with isn't how to bolt on AI — it's which non-transactional job an OTA still owns once convenience stops being scarce.
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