The Evolution of Screen Bias in Airline Distribution

This eBook explores the concept of “screen bias”-the influence of display order in digital booking systems-and its revenue implications for airlines. Tracing its roots from the CRS era to today’s OTAs and metasearch platforms, the book explains how flight rankings are shaped by factors like commissions, paid placements, and opaque algorithms. Airlines may not control the rankings, but they can strategically respond by using data analytics to optimize pricing, bundling, and visibility. It argues for making "rank management" a formal part of revenue management, especially in the NDC era where personalization and dynamic pricing are key. For airline strategists, this guide is a call to action on navigating the power of digital flight displays.