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Airline websites have achieved major gains over online travel agencies (OTAs) in the last few years and now account for about three quarters of online bookings, according to Phocuswright’s US Airlines: At Cruising Altitude report.

According to the study, online air bookings – including desktop, mobile, direct and intermediated – continue to grow slightly faster than air overall.

“While it appeared that airlines’ website growth was unstoppable, they actually have maxed out their online direct booking gains for the time being,” elaborated Maggie Rauch, senior research analyst, Phocuswright.

“Airlines have optimised their advantage selling ancillaries [...], and now it is the OTAs' turn to grow airline revenue based on new merchandising capabilities.”