Ethiopian Airlines Online Push: Opportunity or Obstacle for Agents?

Ethiopian Airlines, a major player in Africa’s aviation landscape, has launched a new online booking campaign, offering a 10% discount on flights to most destinations (excluding Ethiopia, China, and Somalia) booked between May 7 and 17, 2025. This move has sparked discussion among African travel agents, raising questions about the potential impact on their businesses and the evolving role of travel professionals in an increasingly digital world.

While the airline’s push for direct bookings might appear to pose a challenge, a closer look reveals a more nuanced picture. Ethiopian Airlines maintains a strong and supportive relationship with travel agents across Africa, recognizing their crucial role in the tourism ecosystem. The airline continues to invest in programs that empower agents, offering training, incentives, and access to cutting-edge technology like New Distribution Capability (NDC) content through partnerships with Travelport and Verteil Technologies.

The airline’s recent expansion of flight frequencies on the Lagos-Addis Ababa route, increasing to eight daily flights, underscores its commitment to enhancing connectivity and creating more commission opportunities for travel agents. Similarly, the appointment of AirlinePros International as its General Sales Agent (GSA) in Eswatini demonstrates Ethiopian Airlines' ongoing investment in its agent network across the continent.

The 10% online discount, while attractive to individual travelers, must be weighed against the value-added services provided by travel agents. Agents offer expertise in crafting personalized itineraries, navigating complex travel logistics, and providing on-the-ground support, elements that often outweigh the appeal of a small price reduction. Moreover, agents can leverage their industry connections to secure exclusive deals and packages that may not be available through direct booking channels.

To navigate this evolving landscape, African travel agents are encouraged to embrace a proactive approach. Leveraging the airline’s NDC content through platforms like Travelport can provide access to richer content and personalized offers, enabling agents to create more compelling travel packages. Focusing on niche markets, such as group travel, corporate travel, or specialized tours, can further differentiate agents’ services and reduce reliance on individual bookings.

Building strong relationships with clients based on trust, personalized service, and expert advice remains paramount. By showcasing their value proposition and offering a level of service that surpasses online booking platforms, travel agents can solidify their position as indispensable partners in the travel journey.

https://www.ethiopianairlines.com/en-et/10percent-discount-to-all-et-destinations