The U.K.-based company insists it is "not becoming an online travel agency" - instead, it is offering a three-pronged approach to connecting users with air tickets.

Still, crucially, Skyscanner will now become the merchant of record for air bookings for the first time as part of its shift away from the metasearch-only model.

Starting with flights and only on the brand's app and mobile website, users will be offered three ways to purchase their air tickets when they are shown search results.