Research has shown a marked increase in the number of travellers that use both online and offline channels to search and book travel products.
A Phocuswright report, following a survey of 2,500 consumers, says the number of US travellers that booked using both methods increased by 5% to 30% between 2014 and 2015.
Those who booked only online fell by a similar amount over the same period, with a nominal increase for usually offline.
Phocuswright puts the climb in multi-channel booking down to a number of factors.
Firstly, mobile shopping is increasing but the purchase is often made via a click-to-call from the user's handset.
Furthermore, the rise of alternative accommodation options coincides with the trend that remains in the sector of many properties requiring a booking to be made offline.
Looking ahead, Phocuswright forecasts the walk-in and central reservation channel to see a return to 2014 levels over the course of the next 12 months.
Online travel agencies will still dominate the market but experience a small decline towards 2020.