Nexion Lowballs The GDSs

With a new name, new president and new business model, the former ITA Network Inc. is reintroducing itself as a new player in travel distribution.

With a new name, new president and new business model, the former ITA Network Inc. is reintroducing itself as a new player on the travel distribution landscape. The newly christened Nexion is positioning itself as a lower-cost alternative to the major GDSs, offering travel agencies a technology platform that promises the same content at a fraction of the price.

The company's new president outlined an aggressive strategy to win over agencies frustrated with the fees and complexity of the incumbent global distribution systems. Nexion's pitch centers on simplicity and cost savings — a message that resonates with smaller agencies in particular, who have long felt squeezed by the economics of GDS participation.

The move comes at a moment of significant flux in travel distribution, as the internet begins to reshape how travelers research and book trips. Whether Nexion can carve out a sustainable niche against entrenched competitors remains to be seen, but the company's leadership is betting that the market is ready for a challenger.