The Internet has vastly changed the airline industry, especially in the last ten years. It’s now easier than ever to book a flight, through airline websites, or travel sites like Orbitz and Expedia. Dollars and cents matter more when fliers can compare all the airline rates side-by-side.

Outside sites have dominated the market recently with travel packages, last minute deals and price comparison, but according to a Wall Street Journal article, many airlines are trying to battle these sites with direct marketing and promotion codes. It’s cheaper for the airline itself to market to frequent fliers and offer special deals to compete with other booking sites.

It’s still smart to compare prices, but the benefit for consumers will be promotion codes knocking off up to 20%, offering free upgrades or even free tickets by following their tweets or subscribing to e-mails.

Airlines also have a lot more public relations work to do, with the explosion of Facebook and Twitter complaints about delays and lost baggage. It’s become essential for these companies to respond to users quickly, and put out enough good press to balance these out. Welcome to the Internet, airlines.