In the travel marketplace there have been a number of start-ups disrupting the norm. AirBnB came from nowhere. There had been peer to peer accommodation services for many years, but AirBNB came and made renting a room easy for a global audience and within a few years has become one of the market leaders.
Uber have done the same, challenging the norm for taxi services. Recently, talking to an uber driver, he expected his local taxi firm to close, and for their to only be the likes of Uber and Lyft in the near future.
These companies have formed as a startup and disrupted the norm, so whats to stop the next startup from doing the same in the airline industry?