In every major crisis in air travel – from geopolitical tensions to mass cancellations – a recurring issue resurfaces: what happens when a ticket has not been purchased directly from the airline, but through an online travel agency (OTA)?
The recent disruption caused by the conflict in the Middle East highlighted this “grey zone” of responsibility in a particularly stark way. Thousands of travelers found themselves trying to rebook flights without knowing who was ultimately responsible: the airline or the platform through which the booking was made.
Who is responsible?
In practice, when a ticket is purchased through an OTA, booking management remains with the platform – at least until check-in. This means that in the event of a change or cancellation, the passenger is first directed to the platform.
However, airlines still retain control over the flight itself. The result? A “ping-pong” of responsibility, with passengers being sent back and forth between the two parties.
The vicious cycle of customer service
During major disruptions, many travelers report the same pattern: the airline refers them to the booking platform, while the platform directs them back to the airline.
This creates a vicious cycle of delays, leading to lost hours, frustration, and – in some cases – missed trips altogether.
When the system breaks down
Despite improvements made after the pandemic, OTA customer service systems continue to be tested during periods of crisis. A sudden surge in requests leads to long waiting times, delays in refunds, and difficulties in reissuing tickets.
Policies that don’t align
Another key issue is that each airline applies different policies during disruptions. Some offer full flexibility, others impose time restrictions, and some introduce gradual exceptions.
OTAs are then required to “translate” these policies into standardized options for customers – something that often proves challenging.
A structural issue in the system
The involvement of two different players (airline + OTA) means that every change requires coordination between separate systems. This increases bureaucracy and slows down processes such as ticket reissuance, refunds, and itinerary changes.
What experts say
An increasing number of travel industry experts recommend booking directly with airlines, especially for international trips.
The reason is simple: in case of disruption, there is a single point of responsibility – which significantly speeds up resolution.
A system stress-tested by crises
Major disruptions act as a “stress test” for the global travel industry. And each time, they reveal the same conclusion:
The system remains fragmented, with insufficient coordination between airlines, platforms, and customer service infrastructure.
For passengers, this translates into uncertainty at the very moment when clarity is needed most.
