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Issue 40: September/October 1987
CRS Becoming a Major Tactical Force In Future Airline Marketing War
CRS, the acronym spells Computer Reservations System, and to mariy it ushers in a powerful new weapon in the coming international air transport war.
And war it is. Deregulation in the USA has spawned a new breed of mega airlines. United, American, Delta, Trans World and the giant Texas Air Group are beginning to look beyond their own borders and to target the Pacific Rim and Europe as their next battleground.
If you perhaps think the threat is overrated then I can say from experience that some of Europe’s largest carriers are sitting scared, awaiting the first salvos from across the Atlantic. During June this writer spent several days with one of Europe’s most respected airlines and I was amazed at how that carrier was actively discussing the possibility of a merger with a number of its European competitors simply to stave off a perceived threat from the west.
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