A survey by travel tech company IBS Software suggested airlines could be missing a trick by not offering more services related to holidays and by not making their online booking and payment systems more like those of retailers and food shops.
According to IBS Software, 93% of the 2,000 British and American consumers canvassed "would book more services with airlines given the chance", with 10% saying they would book "all elements of a holiday with their airline" if possible.
But over a third said booking a flight online is "more time consuming and complicated than other online retail experiences".
"As more and more industries invest in Amazon-esque tactics to compete for consumer spend, it's important airlines don't pass up the opportunity on the table," said Paul Byrne, vice president iFly Retail at IBS Software, who said carriers should invest in their back-end tech.