Past research has suggested that a number of travel package attributes impact on people's choices. In the present study the impacts of a number of these elements (price, package characteristics, travel agents and a seal of approval) in online and off-line environments were examined using conjoint analysis. It was found that price had the biggest impact, although travel agent and airline reputation and trustworthiness also impacted on people's preferences. Interestingly, there were no significant differences in the attributes' impacts in the online and off-line environments. Copyright © 2008 John Wiley & Sons, Ltd.