When you’re looking for an airline ticket, where to begin?
Your answer matters. Because whoever controls that starting point often determines where you buy your ticket and how much you pay for it. The travel industry is at war with itself over the issue (the hotly-contested Google-ITA acquisition and the American Airlines dispute with Orbitz, to name just two).
So where do you start?
Here are the real-time results.
Do you normally go with the first quote, or shop around afterwards? Why do you trust the source you choose? And what would make you switch?
Please send me an email with any profound thoughts on the subject. As always, this survey is co-sponsored by the Consumer Travel Alliance, and your comments may appear in an upcoming story.