Is distribution strategy the cornerstone of a successful LCC?

Ask any CEO or Chief Commercial Officer of an airline and they’ll often say the lynchpin of any successful LCC is their distribution strategy. After the price of fuel and fuel strategy, maybe.

A number of critical questions – some old, some new – are facing LCCs around how to optimise their distribution strategy. For example,

-    How can strong brands leverage global distribution to strengthen distribution strategies?
-    GDS vs Direct Connect – what’s best for your business?
-    How can you radically re-work your websales strategy to cash in on consumer preferences and reduce channel costs?
-    How can you drive sales via mobile technology?

These are just a few of challenges they are facing. There are scores more. But do you agree this is the most paramount issues?

Is distribution more important than say, fleet management, aircraft financing, brand management, route development?