Phocuswright undertook this research to understand how shifting market dynamics and technological advances have fostered new opportunities in airline distribution. Sales techniques adopted from other industries - such as merchandising and dynamic pricing - are now becoming part of the air shopping process. New technologies, standards and solutions are opening the distribution marketplace to innovation that promises to upend the status quo. This research takes a detailed look at how airlines, agencies and aggregators are changing, competing and cooperating in light of these new distribution and retailing practices.