Is it a case of information being power? Or is it just way too much information?

Online travel was initially about guides to destinations. Then, it was about online booking. These days it's about giving consumers a lot of data - especially about air transportation - that was previously unavailable or not easily found.

So to answer the query at the top of this column, it depends on the traveller.

If you're a frequent flyer or someone willing to invest time to get the best deal and best trip, it's heaven.

Though some might still end up using a travel agent to book, most consumers can benefit from the flood of data on the Internet that helps them, for example, decipher airfare mysteries, figure out which seats are best on each plane and learn the historical highs and lows of prices for certain routes.

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