Airlines have long wanted to move to so-called personalized pricing. They would like to sell online in ways that make it more difficult for a traveler to comparison-shop by the lowest price alone. Eventually, they want to promote tickets based on a traveler’s spending history.

To achieve these goals, airlines need distribution channels like online and offline agencies to cooperate. The industry needs to adopt new technical ways to display their fares and other content. But change has been slow.