Travelport, in its 2024 State of Modern Retailing Report, finds that most respondents (88%) agree they would prefer to see all flight options and fares on one screen, which is likely the reason that more than half (54%) said they frequently use a comparison site to search for information before purchasing their ticket. The majority of Millennial (70%) and Gen X (64%) travelers often use online travel agencies (OTAs) to book, citing choice and price transparency as the primary reasons.