Triadic Business Relationships - the Changing Role of Intermediaries in the Business Travel Industry

The business travel industry is characterised by triadic relationships that are currently undergoing dramatic changes. In a business travel distribution context, the triad consists of the company buying business travel services, an intermediary, and the service supplier. Traditionally, airlines have used business travel agencies as an intermediary and distribution channel for selling the flight tickets to their clients. Airlines paid travel agencies a commission on the issuance of a ticket. However, today, most airlines have stopped paying commissions in order to save costs. In addition, they take advantage of e-commerce, for which the travel industry is well suited. New technologies, such as the Internet, allow direct sales without the intermediation of travel agencies. These technologies have also allowed new distributors and distribution channels to emerge. The threat of a gradual reduction in the importance of travel agencies, or even their disappearance, has been a subject of debate within the industry. By studying the re-constellations of triadic relationship between clients, intermediaries and suppliers in the travel industry, new and important knowledge can be gained on the development of business networks and business network strategies. The paper will consist of a preliminary conceptual framework for conducting further empirical studies.