The Great Airline Distribution Debate: Efficiency or Chaos?

Karen McKenna
Sep 5
3 min read

Updated: Sep 8

When CEO at Talma Travel Solutions, Iya Magen, recently shared her thoughts on the current airline distribution model, it struck a chord across the corporate travel industry. Her post addressed a growing frustration among Travel Management Companies (TMCs):

“Airlines cannot manage corporate travel without TMCs. And yet, airlines continue to make access to their content unnecessarily complex. Cutting distribution costs is a legitimate goal, but forcing every TMC to navigate a maze of fragmented NDC connections is not the answer. The irony is clear: in trying to eliminate middlemen, airlines are fuelling the rise of new aggregators, creating more layers, more cost, and more confusion.”

Iya Magen, Talma Travel Solutions

Airline distribution, New Distribution Capability, NDC

The post sparked a lively and wide-ranging debate among industry professionals, drawing responses from seasoned travel veterans, technology innovators, and corporate travel managers. Perspectives ranged from strong agreement with Iya’s position to thought-provoking challenges that questioned the future role of TMCs in a rapidly changing distribution landscape.

Where We Stand: The Core Issue

Iya’s central argument is that corporate travel needs both innovation and collaboration. Airlines must modernise distribution, but fragmenting NDC (New Distribution Capability) content across multiple, incompatible platforms only adds friction.

While TMCs must evolve to stay relevant, one fact remains unchanged: corporations rely on them to manage the full complexity of multi-supplier travel programmes — spanning flights, hotels, ground transport, payment systems, compliance policies, and traveller safety. Coordinating all of this requires a level of integration, oversight, and support that airlines, at least today, are not structured or resourced to deliver.

Industry Voices: Agreement and Pushback

The “We’re in Chaos” camp

Long-time industry professionals, such as travel data expert Riaan van Schoor, reflected on decades of experience and noted that distribution channels are now more fragmented than ever. He argued that until the underlying commercial model changes, the industry’s “future of efficiency” will remain a pipe dream.

The “TMCs Must Evolve” view

Others, including travel technology strategist Martijn van der Voort, challenged the idea that airlines cannot manage without TMCs. He pointed to API-to-API (A2A) connections and other emerging models that allow airlines to connect directly with corporates. In his view, TMCs must shift from being content gatekeepers to delivering orchestration, disruption management, consultancy, and white-glove service — supported by modern, lean technology stacks.

The “Don’t Forget the Traveller” reminder

Corporate travel buyers, such as Natalie Sela, cautioned against overlooking the value TMCs bring in supporting travellers through disruptions and ensuring compliance. Similarly, Olia Gelfand from Talma Travel Solutions emphasised that human expertise is still needed to handle complex, sensitive situations that AI alone cannot resolve.

Others, like Marvel Puri, highlighted that corporates want simplicity, not additional layers of complexity — and that meaningful progress depends on airlines and TMCs working together, not in silos.

Key Points of Consensus

Despite differing views, the conversation revealed several shared beliefs:

Corporate travel is complex — and will remain so for the foreseeable future.
Collaboration beats silos — airlines and TMCs must work together to build efficiency.
Innovation is inevitable — but it must be implemented in a way that benefits the end traveller, not just the supplier.

Looking Ahead

The debate shows that while NDC and new distribution models hold potential, execution matters. Progress will come from building smarter, unified access — not from multiplying barriers.

Talma Travel Solutions Group, are investing in technology and partnerships that allow them to adapt quickly, while keeping the traveller experience at the heart of what they do. The real question is whether the industry will move towards a future of efficiency with allies… or continue down a path towards chaos against them.