DURING Lufthansa’s
announcement of its annual
financial results last month,
the airline reported that
it would be continuing its
strategy of lowering its
distribution costs by
increasing direct sales.
According to travel news
website Skift, the group sold
52% of its tickets direct in
December, which was the
most significant bulk of direct
sales in the company’s history.
The term ‘direct’ includes
bookings made through the
website and mobile apps of
Lufthansa, SWISS and Austrian
Airlines, and also booking
by corporate customers and
TMCs using Direct Connect
services. In 2018, these
bookings accounted for 45%,
and in 2015 only 30% of all
bookings
