United Airlines Ventures has officially invested in Blockskye. While rumors swirled for months, this public confirmation raises important questions. What should travel buyers and TMCs make of an airline publicly backing a would-be disruptor and competitor? Is United backing players who align with its book-direct strategy? Historically, airlines stayed neutral as agencies competed for business. This move may signal the end of that neutrality.
But at what cost to United’s long-standing TMC relationships – partners who, along with travel buyers, have delivered billions in premium and long-haul sales over the years? United reaffirmed the importance of business travel in its most recent earnings call. So why not work with the managed travel ecosystem – buyers and agencies who have long helped drive United’s success? What message does this investment send to them?
United Airlines Ventures has an interesting portfolio – from Eve Air Mobility (think flying taxis), to reintroducing supersonic travel with Boom Supersonic, to multiple sustainable aviation efforts like Twelve, ZeroAvia, and JetZero. These ventures focus on pushing aviation forward, with a strong emphasis on sustainability and the future opportunities for industry advancement – very forward-focused and aviation-centric. This investment feels different, more about competitive positioning, and it begs many questions:
- How can you remain unbiased in your approach to the market when you’ve invested in a TMC competitor?
- Why favor a startup over proven agency partners?
- Why challenge the distribution channels that matter so much to corporate buyers?
- And why push Direct Connect, with all the time and resources it requires, just when NDC is starting to gain traction?
Most of today’s content and functionality can already be delivered through existing, efficient distribution platforms. Even if some parties claim otherwise, the issue isn’t capability – it may be willingness of some airlines. It’s time for buyers and TMCs alike to ask tougher questions – not just about this investment, but about the true intent behind it.
