One goal of the United Airlines distribution strategy is to move corporate clients away from price as a differentiator. It's still in the early days of that, but recent tests with SAP Concur Travel and other channels promise an environment where product and service benefits play an equal or bigger role than discounts in client negotiations. United's pick for a new SVP of worldwide sales, announced last week, supports these efforts.

Doreen Burse will start on March 1. She worked in hospitality for 30 . . .

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