According to Travelport data, 11.2 percent of consumers booked their airline tickets through a travel agency offline in the last 12 months.
Another 16.6 percent booked air with an agency online. The number one way that consumers booked air tickets was directly through an airline website (30.4 percent of the time), while 20.7 percent used an aggregator like Priceline or Expedia.
Millennials seem to use agents more for air bookings than the general population. The survey showed that 17.8 percent of consumers ages 18-34 booked offline through an agent, while 19.8 percent booked air through a travel agency online.
When booking a hotel, offline agents were used by 12 percent of consumers in the last 12 months, and online bookings were placed with agents by 17.7 percent of consumers. Supplier sites were used by 37 percent of consumers for hotel bookings in the last 12 months, while aggregator sites were the tool of choice for 24.6 percent of consumers.
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