The airlines' retailing is undergoing rapid transformation. In part, this is being driven by the need to de-commoditize third party sales channels, to simplify and enhance the customer shopping and purchasing experience and to respond to changing consumer demands, particularly millennial shoppers who prefer mobile shopping and want peer-to-peer payment options.

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On the other hand, demand for air travel is highly sensitive to changes in prices. Inefficient and burdensome tax measures that increase the cost of air travel have a negative effect on demand. 

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