In the U.S., consumers have a lot of ways to get information about air travel. They can contact airlines by phone. They can review information on the websites of different airlines. They can get information on all airlines from a travel agent. They can conduct searches using a travel search engine (such as Kayak.com). Having such good access to quality information which leads to decreases the bargaining power of Buyers; a decrease in Competitive Rivalry increases the bargaining power of Buyers; a decrease in Competitive Rivalry They increases the bargaining power of Buyers; an increase in Competitive Rivalry decreases the bargaining power of Buyers: an increase in Competitive Rivalry