The intense competitive environment which appeared after the eased regulations of the aviation industry made airlines to seek for a method to reduce the flight distribution cost. As a result, the airline industry has changed its major sales distribution channel to a direct sales through one`s web site instead of previous indirect sales through travel agency in order to arrange long-term relationships with consumers. This study devised a counter plan for travel agencies by recognizing changes in flight distribution channel and important characteristics that consumers consider when they buy flight tickets. Frequency analysis, factor analysis, t-test, and ANOVA test were performed using 1,730 valid samples that were collected by web pages of travel agencies. The result of this study showed that consumers recognized portal sites as more important distribution channel than travel agencies when they bought flight tickets, while they recognized travel agencies before airline companies for flight ticket dealers. Results from this study suggest that strengthened specialty of travel agencies is needed to differentiate from online portal sites.