Obviously the main criterion is the price for the flight, some agents can sell the ticket much cheaper than the airline. Having said that, many airlines (European at least) make sure their web site prices are comparable to the travel agencies.
When the ticket prices are the same, I usually buy from the airline directly, because (apart from some special promotions as you mentioned) it will be probably cheaper to cancel and/or change the details – agents always charge extra on top of the airline charges to do such things.
There are two types of online sites:
When booking a flight it is usually best to consult websites of type (2) to get an overview of what the options are and of the prices. From there you can follow a link to a proper agent (1) or airline website to do the actual booking.
Credit:stackoverflow.com‘
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