Skyscanner is introducing what it calls a "marketplace" approach to the business. For the past 17 years, the company focused mainly on metasearch.

The U.K.-based company insists it is "not becoming an online travel agency" - instead, it is offering a three-pronged approach to connecting users with air tickets.

Still, crucially, Skyscanner will now become the merchant of record for air bookings for the first time as part of its shift away from the metasearch-only model.

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