With the variety of booking choices today, travelers can book flights either directly with airlines or through flight suppliers. At TBO Holidays, we understand that helping travel agencies provide seamless options to their clients means knowing the differences between these booking methods. For agencies, knowing these options can guide travelers toward what suits their needs best—whether it’s through an airline directly or with a flight supplier who offers competitive deals. In this blog, we’ll explore the pros and cons of each option, giving insight that will help your customers make the best choice
Understanding Flight Suppliers
Flight suppliers, also known as third-party travel agencies or online travel agencies, serve as a platform where flights from different airlines can be compared and booked in one place for convenience. Such well-known platforms include Expedia, Kayak, and Priceline, which make finding competitive prices very easy.
The studies conducted by Phocuswright and Statista suggest that travelers can save an average of up to 20% by booking through OTAs instead of directly going through airlines due to exclusive discounts and special offers. Most of the time, flights via OTAs come combined with hotel and car rental options, saving the traveler an extra 10-15% overall, according to a recent Deloitte survey.
A point to consider, however, is that for changes or cancellations, travelers need to work with the OTA’s customer support, which can sometimes mean longer response times. Still, for those focused on saving money and enjoying the convenience of booking multiple services in one go, flight suppliers offer a great way to plan a trip efficiently.
Understanding Direct Airline Bookings
Booking directly with an airline, through its website or app, offers a straightforward experience with some unique benefits, particularly for frequent travelers. Many airlines encourage direct bookings by providing loyalty points, priority boarding, and even occasional discounts or exclusive offers. According to the International Air Transport Association (IATA), travelers who book directly often gain access to loyalty programs, with over 60% reporting they use frequent flyer points earned from direct bookings to offset future travel costs.
Also, the study conducted by Deloitte reported that direct booking provides an avenue for travelers to receive real-time updates from an airline regarding changes in schedule, delays, or cancellations-a factor which is favorable for about 72% of the travelers, given immediate notifications for seamless travel.
Besides, direct bookings tend to give more flexibility for changes or cancellations, as travelers may get in contact with the airline’s support team directly, often able to resolve issues faster than it would have been with third-party bookings. Additionally, airlines sometimes offer direct-booking discounts or benefits, especially for loyal customers, making it a popular choice for travelers looking for ease, reliability, and extra perks.
Flight Suppliers vs. Direct Airline Bookings: What’s the Difference?
Pricing and Discounts
While direct airline bookings sometimes offer exclusive perks for loyal customers, flight suppliers often offer better pricing and bundled services. Research indicates that suppliers save travelers 15-20% compared to airline websites, especially when bundled with hotel or car rental bookings.
Customer Support
Customer support is one of the most significant differences between these two options. The airlines can also offer faster service for direct bookings, while for suppliers, one has to first contact their customer support, which may involve some time.
Loyalty Points and Rewards
For those part of frequent flyer programs, booking directly with airlines may be more beneficial due to loyalty rewards like priority boarding, seat upgrades, and exclusive offers.
Flexibility with Changes and Cancellations
Airlines often have more flexible policies for direct customers, while suppliers may have more restrictions or fees for changes and cancellations.
Bundling Services
Flight suppliers excel in bundling services like flights, hotels, and car rentals, which can save travelers up to 10-15% on average for combined bookings. Airlines may offer some bundled options but are generally more limited compared to suppliers.
Conclusion
Both booking through flight suppliers and directly with airlines have distinct advantages. For travel agencies, understanding these options can help provide tailored guidance to travelers. At TBO Holidays, we recognize that each booking method serves different needs. Flight suppliers are ideal for budget-conscious travelers seeking convenience and bundled services, while direct airline bookings are best suited for those who prioritize superior customer service and loyalty benefits. The best choice ultimately depends on individual priorities—whether it’s flexibility, price, or rewards—and TBO Holidays empowers agencies to support travelers in making the right choice for their unique needs.
Flight Suppliers vs. Direct Airline Bookings FAQs
A1: Yes, booking flights via a third-party supplier, such as an online travel agency (OTA), can present risks, including possible challenges with cancellations or changes, limited flexibility in customer service, extra fees, and added complications when addressing issues, compared to booking directly with the airline; essentially, you might encounter difficulties if issues arise with your flight, as you’ll likely need to contact the supplier rather than the airline directly.
A2: Someone may opt to book a flight through a flight supplier, or ‘online travel agency’ (OTA), as it enables easy comparison of prices and options across multiple airlines in one platform, potentially securing lower fares through bulk deals arranged by the supplier, and occasionally taking advantage of bundled packages that include additional travel services like hotels or car rentals; however, booking directly with an airline may provide greater flexibility for changes or refunds.
A3: If you need to modify or cancel a flight booked through a supplier, you’ll generally need to contact them directly to make the change. Depending on the supplier’s policies and your ticket’s fare type, you may face change or cancellation fees, possibly receiving a partial refund or credit for future travel if a full refund isn’t available; always review the specific terms and conditions of your booking with the supplier to understand your options.
A4: Yes, service varies. Airlines handle issues directly; suppliers may take longer.
Pratyush Kumar Srivastava is a seasoned expert in B2B travel writing with years of experience in the industry. With a deep understanding of the intricacies of travel technology, supplier relationships, and market trends, Pratyush offers valuable insights to help businesses optimize their travel booking strategies. Passionate about innovation and efficiency, he is dedicated to guiding travel agencies through the complexities of modern distribution channels to achieve growth and success.
