The rapid evolution of air distribution technologies, from GDS to Internet to AI and NDC, has significantly reshaped the balance between airlines, intermediaries, and travel agents. While digital transformation continues to accelerate, travel agencies remain influential, particularly in complex and long-haul travel, highlighting the ongoing need for equilibrium in the distribution ecosystem.

Airports have long relied on aeronautical revenues and commercial activities such as retail and parking to support their growth. As airlines seek to limit airport charges and changing travel patterns threaten traditional income streams, airport operators are increasingly looking for new ways to diversify their businesses. But how far can this diversification go before airports begin to move beyond their core role in the air transport ecosystem?

Air travel is often associated with excitement and adventure, but for many passengers it can also be a significant source of stress. From booking flights and navigating hidden costs to dealing with airport procedures, security checks, and complex terminals, every stage of the journey presents its own challenges. In this first part of the article, we explore the many obstacles travellers face before even stepping onto the aircraft and why the passenger experience can sometimes feel as stressful as the flight itself.

Since the beginning of 2026, the air transport industry has been undergoing significant change. In this week’s analysis, Jean-Louis Baroux explores how airlines are shifting towards improved service quality, higher fares and more sustainable business models, while low-cost carriers face growing operational and financial pressures.

Air fares rose due to fuel costs and geopolitics, with airlines using surcharges despite hedging, challenging transparency and long-term price decline expectations.