Background: It has been shown that people travel much more nowadays than ever before. Since the Internet and the e-commerce have been developed the ability to book trips online has been enabled. There are now two dominant ways of buying trips, online or offline. The survival of traditional travel agencies has been questioned and some thinks that there will be no need for them in the future. Therefore it would be interesting to see who books trips at traditional and online travel agencies.  Purpose: The purpose with this study is to understand which segments that are purchasing travels at traditional travel agencies and online travel agencies by examine demographic, psychographic and behaviouristic segmentation in the region of Jönköping. Further, in the region of Jönköping, examine advantages and disadvantages of buying trips at an online versus offline travel agency.  Method: In order to fulfil the purpose and answer the research questions the authors will use a quantitative method. The quantitative data will be gathered through a questionnaire after pilot studies have been conducted. SPSS 19.0 will be used in order to analyse the data from the questionnaires.  Conclusion: The segment of traditional travel agencies is older people with high income while the segment of online travel agencies is younger people with lower income. Advantages of traditional travel agencies are their ability to provide service, customize a trip and give expert advice. Online travel agencies have its availability, price comparison service and comfortable way to buying trips as their advantages

In 2012, there was a 70% increase in online travel booking, resulting in small traditional brick-and-mortar travel agencies having serious difficulties with obtaining and retaining customers. The purpose of this case study was to explore online marketing strategies that leaders of small traditional travel agencies have used to successfully obtain and retain customers. Technology disruption theory was the conceptual framework of this study. Using criterion sampling, the population for this study consisted of 3 leaders of small traditional travel agencies located in the state of Maryland. Data collection consisted of interviews, observations, and review of documentation, such as displays, websites, business cards, and email campaigns. Data were analyzed using methodological triangulation through inductive coding of phrases and words. The following 4 themes emerged: company threats, online marketing strategies, various marketing strategies for improvement, and ways to compete with Internet-based travel agencies. Results indicated that 66% of participants believed that Internet-based travel agencies were threats. All of the participants used a form of online marketing and believed that customer loyalty helped to compete with Internet-based travel agencies. Positive social change may result when leaders of small traditional travel agencies increase their knowledge of online marketing strategies to obtain and retain customers, thereby leading to greater access to online travel opportunities for all, including physically challenged individuals often confined to their living areas.