In 1997 CSA succeeded in improving all distribution channels of CSA products both internally, to CSA partners and to GSAs (General Sales Agents). To strengthen the company's market share in key markets where CSA is represented by GSAs, all existing GSA contracts were reviewed throughout the course of the year. The result of this review was that there is now a general improvement in contract conditions, relationships with GSA, improved sales channels and increased productivity.

The role of IATA passenger agency sales utilising IATA's settlement systems BSP (Billing Settlement Plan), IATA cargo agency sales utilising IATA's cargo settlement system CASS (Cargo Accounts Settlement System) as well as the USA ARC system were promoted. This led to quicker settlement of funds between agents and CSA, wider distribution of the CSA product to IATA approved agents in current markets and reduced ticketing disputes as well as credit risk. For example, during 1997, 2 656 768 838 CZK were settled via the above mentioned systems, which represents a 40.3% growth over the previous year. The effectiveness of these additional distribution channels has been very useful when planning the roll-out of CSA in new markets.

Following the installation of ASTs (Airline Service Terminals) of the four largest, and for CSA, the most strategic, agency computer reservation systems (CRS's), Amadeus, SABRE, Galileo, Worldspan, CSA computer information pages were set up enabling more than 100,000 agencies worldwide to obtain further information on the CSA product. Additionally, the company was able to access directly up to the minute data on CSA passengers held only in the CRS system and deal with numerous reservation and ticketing issues which improved CSA customer services.

The introduction of an ASR (Advanced Seat Reservation) function with Amadeus, the largest CRS, in terms of market share, in the Czech Republic, remarkably contributed to the simplification of communication between the CSA reservation system and Amadeus. This function enables a passenger to select and/or request advanced seat selection and matches functionality available to passengers on CSA flights.