Consumers still prefer buying tickets directly from an airline website, rather than relying on travel websites, according to a new Frost & Sullivan study on consumer choice.
The survey was conducted among 1,000 consumers who had traveled within the past six months.
While customers may use the various travel websites for information or to compare pricing, more often than not they prefer to purchase directly from their carrier of choice.
The study also confirmed what many airline officials already believed: most travelers use check-in processes that don't require in person interactions.
"Low cost airline airfares are not always the lowest airfares when it comes to those of legacy carriers and travel websites," says Frost & Sullivan industry analyst Nathan Smith. He explains strong advertising and branding have lead to the myth "look no further".
Another key finding: passengers place high priority on having "luggage that arrives at its destination".