--- title: "Airline Websites Outsell U.S. Online Travel Agencies" id: "17339" type: "post" slug: "airline-websites-outsell-u-s-online-travel-agencies" published_at: "2013-05-09T17:57:17+00:00" modified_at: "2026-11-09T19:03:54+00:00" url: "https://associationsnow.com/2013/05/09/airline-websites-outsell-u-s-online-travel-agencies/" markdown_url: "https://associationsnow.com/2013/05/09/airline-websites-outsell-u-s-online-travel-agencies.md" excerpt: "U.S. fliers are now more likely to book through an airline’s website directly, instead of through an online travel agency. How did airlines change consumer behavior in just a year?" taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "booking" - "Marketing" - "Meetings" - "Travel Industry" taxonomy_content_format: - "Article" taxonomy_role: - "C-Level" - "Executive Team" - "For-Profit CEO / President / Owner / Partner" - "VP" taxonomy_persona: - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Airline Websites Outsell U.S. Online Travel Agencies More U.S. fliers are booking flights through airline websites than through online travel agencies—a first for the industry, according to [a survey by travel research firm PhoCusWright (opens in a new tab)](http://www.bizreport.com/2013/05/airlines-outselling-online-travel-agents.html) . According to the study, 36 percent of travelers said they used an airline website to book flights, while 33 percent said they booked through an online travel agency (OTA). Just a year ago, the statistics favored OTAs by roughly the same margin. The survey also found that supplier websites experienced a 5 percent bump among fliers ages 18–44, landing a third of their business. PhoCusWright called the [shift in behavior an “epic change,” (opens in a new tab)](http://www.tnooz.com/2013/05/02/news/a-new-problem-for-otas-airline-websites-are-outselling-them-in-the-us/) given consumers’ “longstanding tendency to value price, an array of choices, and convenience over brand loyalty.” The research firm lists several reasons for the shift: OTAs devoting more attention to building out their hotel offerings, airlines creating a better mobile experience to attract younger travelers, and suppliers rewarding travelers with better add-ons and promotions. News reports cited [Frontier Airlines’ efforts as a prime example of the more aggressive marketing and promotion (opens in a new tab)](http://articles.marketwatch.com/2013-05-06/finance/39000890_1_otas-site-fee-waivers) that airlines are engaging in to get consumers to their websites. Frontier announced that it would now be charging $25 to $100 for carry-on baggage and that rewards will count for 25 percent of miles flown, down from 50 percent. However, if fliers book through FlyFrontier.com, they will not be charged for carry-ons or see a change in how reward miles accrue. “It’s simple math,” said Rick Seaney, chief executive of Farecompare.com, in a news report. “If it costs you, the airline, $16 to sell a ticket somewhere else and $2 on your own site, you have some money to play with.” (iStockphoto/Thinkstock) [Daniel Ford](https://associationsnow.com/author/daniel-ford/) Daniel Ford is a contributor to Associations Now. [More articles by this author](https://associationsnow.com/author/daniel-ford/) Tags: [#booking](https://associationsnow.com/tag/booking/) [#Marketing](https://associationsnow.com/tag/marketing/) [#Meetings](https://associationsnow.com/tag/meetings/) [#Travel Industry](https://associationsnow.com/tag/travel-industry/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoJose Arana on Discover Puerto Rico’s Partnership with ASAEOctober 3, 2024](https://associationsnow.com/2024/10/03/jose-arana-on-discover-puerto-ricos-partnership-with-asae/) - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2013%2F05%2F09%2Fairline-websites-outsell-u-s-online-travel-agencies%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !