A customer is a customer is a customer
Customers come in all shapes, colors and sizes and like it or not, they are multi-channel.
Once you think you know your customer, they change behavior [and channels] without notice.
Sometimes it is a shift due to a change in purpose of trip or who they are traveling with.
Segmentation of your customers and targets and understanding their purchasing behavior are important steps toward establishing a rational multi–channel distribution strategy.
Bottom line? Know thy customer.
The era of the single dimensional profile and telling a client where they can purchase your product is over. Keeping them requires that you be where they want you to be – or to risk being made irrelevant to them.