Monarch Airlines is targetting Leisure destinations for Leisure consumers. Their customers usually search fares on their Monarch.com site and compare this with Low Cost Airlines websites. So their decision to remove their content from GDS is because they didn't find enough value and bookings coming from those. The airline doesnt' attract much of the Corporate travellers today. But that could change in the future.
Liz Savage confirms that User Generated Content is becoming more important for Airlines. People want to share experience about their flight additional to their holiday experience with more obvious reviews from hotels, excursions or restaurants.
Monarch Airlines almost look like a Tour Operator with their sister compaby Cosmos and Somewhere2Stay.com content on the Hotel tab.
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