The Complete Guide to Booking Travel Online
What is an online travel agency, and what are the best sites and apps to use to search for hotels and flights we break it all down for you..
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There’s a lot to navigate when researching and booking travel online.
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My first travel adventure was to Venezuela. I booked the ticket with a travel agent over a pay phone. The agent searched a dozen flight itineraries over a few days, all so I could save $15.
Times have changed. Today, flight searches start online , often on your mobile device. Passengers book either directly with the airline or hotel or with online travel agencies. Rarely do we get on the phone. In fact, American Airlines and United Airlines charge $25 to make a domestic flight booking by phone. And pay phones hardly exist anymore.
So, what is the best way to book online? Here is our complete guide to online travel agencies, search tools, and the variety of booking options available on both mobile devices and desktops.
What is an OTA?
An online travel agency, or OTA, is a website or mobile app that allows users to search for and book travel services such as flights, hotels, car rentals, cruises, and activities. The booking is made directly with the online travel agency but confirmed by the service provider, such as an airline or a hotel. As a customer, your relationship is with the OTA.
What are the main OTAs?
Many online travel agencies nowadays are owned by two main companies: Expedia and Priceline. The Expedia Group is the largest online travel agency in the United States with 70 percent market share, according to travel data firm Phocuswright. Expedia Group operates Expedia.com , Orbitz, Hotels.com , Trivago, CheapTickets , Hotwire , Vrbo , and Travelocity .
Priceline is a major competitor to Expedia, with global revenues larger than the Expedia Group. The company owns Priceline.com, Booking.com, Cheapflights, Momondo, and Kayak—the latter two being metasearch engines (more on that below).
There are also independent newcomers such as Hopper (a mobile-only booking tool) and Kiwi.com (which allows you to book flights on air carriers that don’t normally have a commercial relationship).
Are OTA fares lower than booking directly?
Generally, no. The fares that are displayed by an OTA will be similar if not slightly more expensive when compared to an airline’s website. They’re usually only a few dollars higher or lower. The OTAs charge a booking fee to the airlines, and often that fee is passed directly to consumers. For example, Lufthansa tacks on an additional $18 to any booking made through an OTA for Lufthansa flights. The same flights are exactly $18 cheaper on the airline’s website.
Where you can score a good travel deal through an OTA is when booking a last-minute hotel and flight package. Many OTAs have cut agreements with airlines allowing last-minute travelers to access lower rates than are typically available when passengers book a flight alone.
Are all airlines available to be booked through OTAs?
No. Many OTAs do not display flights from some of the low-fare leaders. For example, Southwest and Allegiant flights are not available through OTAs; the same goes for Ryanair in Europe. And, earlier this year United Airlines threatened to pull out of Expedia altogether, only recently signing a multi-year agreement to stay in. The airlines would rather not lose any margin to online travel agencies in an already low-margin industry and would rather maintain a direct relationship with the customer.
Are smaller OTAs safe to use?
Expedia and Priceline are the two largest players in the online booking space, but there are dozens of independent OTAs, such as CheapOAir, OneTravel, JustFly, and SmartFares. Confusingly, you might actually stumble on ads for these OTAs while using Expedia or Priceline sites. That’s because the larger OTAs earn revenue through advertising, sending passengers to smaller OTAs and charging those OTAs for the favor.
Buyer beware: some of these lesser-known OTAs are masters at hidden fees. For example, a flight search on JetBlue allows for free seat selection in many instances. If you perform the same search on FlightNetwork, an independent OTA, and select a seat, you will be charged an additional $25—despite the fact that JetBlue doesn’t charge a seat selection fee if you book directly.
What if you need to change your itinerary?
Itinerary changes are often a pain. If your plans change, it won’t matter whether you’ve booked directly with an airline or with an OTA—you’re going to pay fees for the privilege, if you can even change your ticket at all.
For example, CheapTickets.com, which is part of the Expedia Group, charges $25 to change or cancel a ticket if that change is requested after 24 hours of making the booking—it is free if you do so within 24 hours of booking. However, the fees go up from there. JustFly, an independent OTA, charges a $75 fee for changes to domestic flights in addition to airline change fees, plus the difference in fare, for tickets that can be changed. For an international trip, the fee rises to $200. That means to change an international flight with Delta (which charges a $100 change fee) booked through JustFly, you’ll be assessed $300 in fees, plus the difference in fare. At that rate, you may as well book a new flight. FlightNetwork indicates in its terms of service that changes may incur a change fee but doesn’t specify what those fees are. That hardly makes the few dollars you saved by booking with the OTA in the first place worth it.
What is an OTA price match policy?
To assure travelers that they are getting the lowest fare possible, many OTAs have a price match policy. The rules vary and so do the benefits.
For example, if you book with Orbitz and find a less expensive flight, car rental, or activity on any U.S.-based website within 24 hours of your booking, Orbitz will refund you the difference you paid. And it works: I have personally found a flight in the same class, on the same airline, for the same origin and destination cities, and requested Orbitz to refund the difference of around $35. Within a few weeks, I received a check in the mail. A similar program applies for CheapOAir, but there’s a catch—the price difference must be found on a major OTA such as Expedia or Travelocity.
Expedia has a particularly good price match policy, but you have to pay extra for it at the time of booking. Expedia offers the price match option as an add-on that costs between $5 and $30 when you book. With the price match applied, if the airfare on Expedia drops between 120 days of the flight and up to six hours before the flight, Expedia will automatically refund you the difference in fare. Unfortunately, fares generally do not drop substantially as the travel date approaches, so while this might give you peace of mind, it’s probably not worth the expense.
How do Google Flights and other travel metasearch engines work?
Frequent fliers are likely familiar with websites such as Google Flights, Kayak, Momondo, or Skyscanner. On these websites, passengers search on the site but are redirected to the service provider to complete the booking, such as an airline, rental car company, or hotel.
Metasearch started with a product called ITA Matrix, which is a tool for searching airfares online but not for actually booking online. ITA Matrix allows for multi-city searching, such as setting two different departure or arrival airports, and for offering a calendar view of fares for easier comparison. That company was acquired by Google in 2011, and savvy travelers swear by it to help find the least expensive fares online. Most consumers are more familiar with Google Flights, which has gained traction more recently not least because it has the benefit of being displayed first in search results on Google.
Metasearch engines receive distribution fees from the airlines for sending traffic to the supplier websites. There are no additional hidden fees for using a metasearch engine because you’re booking directly with the airline or hotel.
A major benefit of the metasearch engines is their price tracking tool, which lets users know whether the displayed fares are low, average, or high for the flight, allowing travelers to make a more informed decision on whether to book a flight or not . Google Flights and Kayak, for instance, both have price tracking tools.
Why not just book directly?
The airlines would definitely much rather you book directly with them. Over the past five years, they have gotten much better at marketing and selling their product directly to consumers online and through mobile sites and apps. But in the past, they weren’t so good at it. In fact, Delta, Northwest, United, American, and Continental got together to invest $145 million to launch Orbitz in 1999 to counter the threat from Expedia. Now Orbitz is owned by Expedia.
The airlines also try to encourage customers to book directly so that they can maintain a closer relationship with them. It allows carriers to connect bookings with loyalty programs and create special offers and discounts catered to individual passengers.
There is another benefit to booking directly. The U.S. Department of Transportation requires carriers to hold a reservation at the quoted fare for 24 hours without payment or allow a reservation to be cancelled within 24 hours without penalty, so long as the booking is made at least seven days before travel. The law applies, however, only to U.S. and foreign air carriers that have websites marketed to U.S. consumers. This means that, in theory, an online travel agency does not have to offer such a policy, although most OTAs do.
What are the options for booking on your mobile device?
Airlines and the major OTAs all have apps to help you book and manage your trip on your mobile device, but their functionality is lacking compared to these websites’ desktop editions. For example, Expedia’s app doesn’t allow you to view flights on a month-view calendar. Kayak has an app with more bells and whistles and a better user interface, including a month-view calendar with color-coded pricing. It also has a handy “augmented reality” function to help you see if your carry-on bag will fit in the overhead bin (a feature originally developed by KLM). Point your phone’s camera at the luggage, and it’ll give you the dimensions.
While apps are improving and gaining in popularity, you still might find it easier to locate the best deals on flights and hotels by using your desktop, where you can have multiple tabs open and have all the available search tools at your disposal. Apps are fine for booking directly with an airline once you know which flights you want to book.
If you’re determined to use your mobile device, you may want to look into Hopper. Hopper is a mobile-first flight booking tool that has a solid price prediction tool. You can research travel options and book directly on the app. Another benefit of Hopper: Of its team of 300 employees, nearly half are dedicated to customer support and are based in Canada versus some OTAs and airlines that outsource much of their customer service further afield.
The bottom line?
Like many travelers, I enjoy a flight deal as much as the next person, but I also don’t like any added hassle. I typically start my travel searches using the ITA Matrix or Google Flights to get a general sense of the fares. It helps to know what is a good deal and what is expensive for a particular route. I do my research, typically on a desktop computer. When I’m ready to book, I’ll book directly with the airline. I’ve found that customer service is better when booking directly with the service provider. But I’ve also saved money by using OTAs and have booked with them, too. Whichever way you choose to book, you can be safe in the knowledge that finding and purchasing travel online is a lot easier today than searching for a deal with a travel agent on a pay phone.
>> Next: How to Get the Best Last-Minute Travel Deals
Best online travel sites 2022
Use the best online travel sites to plan your trip ahead of time so you can enjoy your time away.
- Buying advice
- Testing process
The best online travel sites are wonderful not only plan your next trip for peace of mind, they're also a fun way to get excited ahead of your next adventure. You can simply go to one site and plan most of your trip's main parts from flights and hotels to rental cars and excursions. If what you're after is just hotel bookings, check out our list of the best hotel booking sites .
While what many of these sites offer is similar, it's the way in which they do it which is important. The last thing you need is a stress-inducing website when planning to go away to relax and unwind. So we've reviewed the best sites based on their price, of course, but also on the way they work, with the ease of use and clarity as important features. We also checked to make sure you won't suffer any extra charges added on top at the last minute. Plus, we took rewards schemes into account, which could help you save money upfront or in the longer term if you use some sites more than once.
With all that in mind, these are the very best online travel sites out there right now.
The best online travel sites
1. expedia.com: best online travel site overall .
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Expedia is a big name in online travel sites and hotel booking services and owns many popular sites like Hotels.com and Hotwire.com. We're fans of the original, though, thanks to its clean and straightforward to use interface. Hit the packages section of the site, and you can add up to five connecting flights, choose to add accommodation for all of or only part of your trip, and tag on car rentals too.
It's all suitably well laid out, and it only takes a few seconds to start putting together your itinerary. However, we do wish there were a few more options for filtering out accessibility issues. Still, for most people, Expedia.com has everything they'll need, and there's even the option of a cruise too if you fancy it. It's as aspirational to look at as it is useful to, well, use and there are extra discounts for booking multiple parts of your vacation with the site. A Things To Do section rounds off the site's bid to help you plan your entire trip in one place.
2. Booking.com: Best for ease of use
Booking.com
Booking.com is a giant in the world of holiday bookings and not only offers over half a million properties in more than 207 countries but also offers flights and car rental services too. As such you can do it all from this one spot which makes it a very easy-to-use option. That said, there is a lot going on, and the user interface can be a little overwhelming at times.
But with a superb rewards program, it is a great option that encourages you to keep coming back, making it easier to use as you become accustomed. You can even sort your taxi hire from this site meaning there is very little to think about when you get traveling as it's all been planned ahead of time. You also don't have to pay a booking fee on lots of hotels, allowing you to remain flexible – ideal if you're traveling about a lot on your journey.
3. CheapTickets.com: Best for finding things to do
CheapTickets.com
CheapTickets is another site acquired by Expedia, but it does things a little differently. You can easily add on flight, hotel, and car or any combination of the three for package deals, although multiple flights are under a different option. So far, so Expedia (if less intuitive), but you can also clearly purchase event tickets from the site, which is far more useful if you want a one-stop-shop place to buy your trip. It's something other sites provide, but CheapTickets is that bit keener to entice you into the process, even if the site itself is a little cheesier looking than others.
There's also the site's Vacation Value Finder, which lets you tweak how much you're willing to spend and what you're looking for from a vacation before making some fun suggestions. It's perfect for finding a last-minute deal if you don't have your heart set on one place. Students will also appreciate a section dedicated to them with extra discounts once you verify you're a student. All in all, it's a great varied site for numerous different needs.
4. Priceline.com: Best for user reviews
Priceline.com
Priceline is a big deal in the online travel site world for a good reason. It's effortless to use with options available for flights, cars, hotels, or any combination of the three. It's mildly annoying that Priceline's super cheap Pricebreaker deals don't extend to bundles, so you won't get an incredible bargain like you would if you booked separately. However, combining the set is still a worthwhile deal with discounts offered for the more you bundle together.
One thing we really appreciated is that every hotel we looked at had dozens of reviews, and they're all from verified customers. It takes seconds to gain a reasonably accurate picture of what to expect from wherever you're considering booking. That's the perfect peace of mind when you're booking online, and you can't be sure of what you're getting without user reviews backing hotel statements up. Clearly laid out, you can focus on enjoying rather than worrying. Finally, Priceline is keen to make its VIP scheme easily accessible with straightforward discounts offered to you over time -- something that not all sites so clearly highlight.
5. Kayak.com: Best for aggregated results
If you're short on time, Kayak is pretty useful. That's because you simply enter where you want to go, and it aggregates results from multiple different sources. While it means you never book directly with Kayak, it does mean you get results quickly and without having to search around yourself, even if you will feel a bit overwhelmed with adverts while you search.
The site itself looks a little basic, but under the hood is a surprising number of different filters (although no accessibility ones to speak of) and all the critical information you could require, although obviously you'll be sent to another site for the full details. The site also has a deals section, which has some great bargains for things you can do once you reach your destination, along with cheap car rental deals. It might not be pretty, but if you simply don't want to do the groundwork yourself, Kayak has you covered. It can be a real time-saver, and we reckon it's particularly useful if you're mostly researching possible trips in the future and want rough price estimates. Just watch out for the fact you can’t bundle in car rental deals.
6. Hotwire.com: Best for renting properties
Hotwire keeps things straightforward. All you need to do is enter what you're looking for, and a somewhat dated interface tells you what's available. It's not as pretty as some sites, but we really liked the extensive property type filters available. Want to stay on a houseboat or in a chalet at your destination? Hit the relevant filter, and you can find out if that's an option in the locale. That might not matter if your heart is set on a hotel, but it's a nice bonus even amongst the awkward site layout.
Elsewhere, it's mostly business as usual, but that's no bad thing. Well laid out discounts are available to compare reasonably quickly, and most locations have plenty of reviews. If you feel like tracking down specific deals, you can do that too, with the site keen to offer up discounts to central locations if you're not quite sure where you'd like to visit next. It feels like the site needs updating when you compare it to its rivals, but it works well and speedily enough.
7. Agoda: Best for private home rental in Asia
Agoda is a great option if you want to look for accommodation that isn't a hotel as this specializes in offering apartments and private rentals. In fact, there are dedicated market managers that work on finding properties, especially in Asia. As such you can find unique destination rentals at decent rates and should you change your mind there is a helpful 24-hour free cancellation policy in place.
Everything is very easy to use and if you want to make more than one booking you can make great savings. Customer support is also a plus, as there is a 24-hour multilingual customer support service available when booking. With millions of reviews, Agoda makes finding a property very easy with a feeling of trust that can offer great peace of mind.
What to look for in an online travel site
Booking Travel Packages Travel packages can let you combine flights, hotel reservations and car rentals together for a better deal than booking separately. Some companies, like Priceline, pick hotels and flights for you, to get you to your destination for the lowest price. Other companies let you mix and match flights, hotels and car rentals to fit your schedule.
Booking Airfare One of the biggest reasons for searching on a travel site is to find cheap airfare. While there are dozens of airfare-specific websites, travel sites also give you the option to add hotel stays and car rentals. The best travel sites combine flight information from over nine different airlines and let you sort flights by price, number of stops, duration and flight class.
Booking International Travel Finding airfare for international travel is the easiest part of booking an overseas trip. AirGorilla helps you find accommodations and rent GPS units with your rental car, so you can find your way around. Often, sites will recommend hotels that are far from your actual destination or event. Searching for reservations on a site that gives accommodation recommendations will help you schedule an international trip with less stress.
How we tested the best online travel sites
We looked at how easy each site is to use during our testing, such as how quickly the site loaded and how easy it was to find what we were looking for. We considered whether the site felt cluttered with adverts or seemed like a dated interface. We also looked at how easy it was to find Contact Us pages, price guarantee information, and any kind of special deals section.
We also considered how easily bundle deals could be arranged and how extensive they were and any potential discounts tied to them. We checked filter options to see how flexible and easy it was to look up different needs along the way.
We looked at trips between Los Angeles and Miami, Paris to Lisbon, and New York City to Los Angeles during testing. We also looked at lesser-known routes to see if they were also catered for appropriately.
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Jennifer has been freelancing for over 10 years. In the past, she's written about all things tech and gaming wise for outlets as varied as The Independent, Playboy, Eurogamer, and TechRadar. In her spare time, she spends far too much time watching films, attempting to train her pet guinea pigs, and mastering making the perfect burrito. She's a full time freelancer, but a regular tech news contributor to Top Ten Reviews.
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