An airline distribution conference doesn't seem complete without a bit of a poke at the global distribution systems.
Segment fees paid by airlines, age of the technology and how long it takes to get anything new done are all popular reasons for GDS bashing.
However, at an airline event last week, the bashing was reserved for Google Flight Search, which is ringing alarm bells for some in the travel industry for the strength it is gathering.
It's a subject close to the heart of CarTrawler's technology chief Bobby Healy who first laid out his concerns here about a year ago.
In short, Healy feels GFS is "very bad" for the airline industry (and travel in general), airline.com and future distribution.
He sees the roll out of the service enables Google to extend its reach to the top of the trip planning funnel - i.e where consumers go first to start planning a trip.
And, Healy thinks airlines need to evaluate GFS in a different way to other potential threats because of Google's power and the data it has on consumers and their purchase intent.
He says that "in good times" a GDS makes about $3 per booking, an airline makes about $21 but currently, according to Healy, Google is making $16 per online airline booking.
"It's growing every year, widening and deepening as they take more of the travel funnel."
It's not about cost
Healy was speaking at the CAPA conference in Dublin last week but said it's actually not about cost but about "the loss of control."
He likens Google to a "blender" because it attracts more and more users with its products and ecosystem and gathers more information, data and insight on them.
"They have more access to you customers then you'll ever have, more insight into your customers, more data. It knows your customers location, it knows absolutely everything about your customer.
"It has an engineering capability like nothing we've ever seen and produce products quicker than anyone else.
"Airlines willingly give Google their pricing data and inventory in real time sub 10 response times. That key item is the problem here as you have created the perfect storm for intermediation of your own customer base."
What to do?
Airlines can push back GFS on this by only giving up their data on their own terms. This is something Healy believes both American Airlines and Ryanair are doing.
And, provide the sort of value Google is providing, via better mobile products, for example.
Or, wait for the regulators to catch up.
Those solutions seem weak as pointed out by CNN journalist Richard Quest who was moderating the CAPA session and says it's like "trying to hold back the tide."
He questions whether it's possible for the airline to be in control and own the customer with the number of distribution channels out there and ongoing disruption.
But, ultimately control lies with the customer as Travelport global head of product and marketing Ian Heywood stresses.
"That's where it should reside but it's about what is put in front of the customer. Is the airline going to be able to do that or is someone else going to do it for them?"
Heywood says a more collaborative approach is the way forward so that airlines can improve how products and services are shown to consumers and it is no longer all about price.
He adds that airlines need to take steps along an API path to move forward generally.
"Everyone talks about disruption, that's the reason no one has moved anywhere. Airlines have been waiting for a big disruption rather than working with the industry to plan evolution."
Steps to IATA NDC
Heywood says airlines need to start using a combination of existing ATPCo technology and API to ensure their content is being distributed via various channels.
"Once you have those steps in progress then arilines can see how they can get more content into the API path."
He stresses that it's going to take a lot of time and will require investment in both API technology and a merchandising platform.
"ATPCO works well and is really efficient so we've got to make sure new technology and processes are as effective and as efficient."
Heywood adds that carriers will also need to "reengineer the human process" to get buy in from everyone.
The last word
So, taking into consideration slim margins, 40 years of technology and the complex fare structure - can it be done?
Healy says airlines really need to focus on what the problem is.
SAP general manager and global head of travel & transportation Paul Pessutti adds that the airline industry needs to invest in areas such as data science.
For Heywood, although the industry is only a "minute way along the path" - the technology is there and the standard is there so it's just about bringing it all together.
NB: Reporter's flights and accommodation costs at the conference were supported by Travelport.