Yet many carriers still face a stubborn problem: A direct booking does not always equal a direct relationship. Turning Identity Into a Competitive AdvantageVerified identity can help airlines create stronger customer relationships while reducing costs. To build more relevant offers, airlines need a verified understanding of who the customer is, not just how they shop. In either case, the value depends on how the airline uses that verified data to build a longer-term customer relationship. To explore how SheerID helps airlines recognize travelers at booking, create stronger direct relationships, and deliver more personalized loyalty experiences, click here.