"From the average consumer's point of view, there's very little differentiation between online travel companies," Freed says. "Hotels and airlines are attempting to assert more control over their relationships with their customers, fragmenting the online experience and doing more harm than good in the short term."
That's for sure. We are stuck with Southwest and Delta where I live. Southwest doesn't show up on any comparison site so we have to look directly. Delta is overbooked so seldom discounts. It takes hours to find any real deals on flights or cars. Then you have to bundle to get the best deal and that doesn't always work.

Full article here: