Characterized by a constant transformation, travel is a globally relevant topic. The internet is the most favored source of information nowadays and the traditional travel agency is confronted with various challenges. The aim of this thesis is to provide an overview of the tourists booking behavior and show its connection to e-tourism. Furthermore, the competitive standing of the travel agency will be investigated, considering the popularity of online booking. Besides, the advantages and disadvantages of online booking in comparison to booking in a traditional travel agency will be addressed. Moreover, it is important to clarify if there are price differences, who are the main competitors of the traditional travel agencies, and what types of travel are most commonly booked. The paper is divided into a theoretical and an empirical part. In order to link the theory with the empirical study, relevant terms and topics will be explained. The empirical part consists of two sections, the expert interviews and the test bookings. The modus operandi includes a process of generating four types of travel, for which information and offers were then gathered. The results of the twelve expert interviews were used additionally. The purpose of the test bookings was to compare the prices in the traditional travel agency as opposed to online booking. In order to collect the data, ninety-two emails were sent out to travel agencies located in four Austrian federal states. The received offers were then again researched on the internet. Looking at the expert interviews, it can be concluded that the experts see a rather bright future for the traditional travel agency. However, the test bookings revealed that the traditional travel agency offered a more favorable price only in eight cases. In conclusion, one can claim that the question whether the traditional travel agency is still competitive could be answered with yes, only under certain circumstances.