This research explores the evolving dynamics of tourist preferences between online travel agents (OTAs) and traditional travel agents (TTAs) in the era of digital consumerism. By analysing current affairs and real-world case studies, the study examines vital determinants such as convenience, trust, price sensitivity, and personalization that influence consumer choices. It highlights how technological innovations, including AI, mobile applications, and user-generated content, are shaping modern tourist behaviour while traditional agents adapt by focusing on personalised, high-end services. The findings provide insights into the future trajectory of the tourism industry, offering a comparative analysis of both models and their respective roles in the evolving digital ecosystem.