From a survey for Airline IT systems released last year

Airlines continue to seek an increase in tickets sold via directly owned distribution channels and a reduction in the level of tickets sold through GDS providers. Airlines will see the average number of tickets sold through their own direct sales channels rise from 25.8% today to 37.9% by 2013, projecting distribution via GDS providers to fall from 50.4% today to 41.4% in the same time. Airlines plan to introduce additional website functionalities and introduce new web based services to drive this transition further.

Airlines also started to explore opportunities to use the mobile phone as a new sales channel. Airlines capability to sell tickets through mobile phones are set to rise from 18% today to 70% of all airlines by 2013.



The numbers are only based on the airlines that replied to the survey, so it may or may not reflect the industry accuratly.

The survey (PDF) is available here

http://www.flightglobal.com/airspace...ve-summary.pdf