One in three Brits no longer visits a travel agent to book their travel, according to a survey by predictive analytics firm Blue Yonder.
Its survey of 2000 people found this figure is consistent across all age groups and gender, but grew to 43% for Brits living in Bristol and Cardiff.
Of those that do visit an agent, one third will spend over an hour looking for the best deal.
Overall, one in four people spend more than two hours looking for the best travel deal.
The survey also revealed that 50% of Brits prefer to use price comparison websites to book their holidays.
"What this survey reveals is that people are aware that shopping around pays off – you can get the same product or service, or get to the same destination, for a reduced price if you are smart in the way you shop," said Rakesh Harji, UK MD Blue Yonder.
"In addition, it shows that the younger generations – growing up in the age of Uber, Ebay and Amazon – are more accepting of changes in prices, benefiting customers in the long run and actually giving them control.
"What they are willing to pay is the new standard in pricing. It also shows the importance of optimizing your online pricing and continuously analyzing your customer behaviour and the competition to remain a player in the market. If you outprice your flights, your customer will simply go to another competitor."
The research was conducted by Censuswide in June among 2,000 respondents aged over 16.
