Get over it! Working with the reality that 'I found it cheaper online' isn't going away

It's increasingly clear that TMCs and corporate booking tools will never offer identical air fares or hotel rates to those sold through supplier direct websites and online travel agencies. Once we accept this reality, how can travel programmes respond? This session explores how to manage traveller frustration, rethink sourcing and pricing strategy across air and hotel, and focus on value and programme outcomes rather than chasing price parity. This essential masterclass confronts travel sourcing as it is, not as we wish it would be.