... airlines needed to have an extensive I/ S system in place to compete with existing systems offered by other competitors or they needed acceptance into those existing systems as co-hosts under fair practice. Even in this situation involving Frontier, they were not able to effectively market their own reservation system (SENTRY) to travel agents, despite already being an established airline. Of course, monetary barriers are still present in the airline industry. Venture investments to cover costs involving planes, mechanics to ensure the safety of those planes, employee wages, and rent/lease payments to operate in any given airport still exist. The threat of substitute products remain, but have not been seriously influenced by the advent of the reservation systems like Apollo in any way. Alternate modes of transportation still exist, such as driving (cars, trucks, and pickups), walking, riding a bike, and using public transportation. As the use of CRSs spread, consumers were losing ...

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