Compete Inc. announced a study that found online preferences and behavior for online travel vary across generations.

The study found the average 18 to 25 year old travelers are influenced by the flashy marketing of online agencies, and will visit an average of 1.7 online travel agencies when looking for travel.

Seniors prefer booking directly with well-branded airlines and hotels with nearly 80 percent of flights and 68 percent of hotels booked online by seniors are at supplier sites, according to the study.