German carrier Lufthansa gets just 10 percent of its revenues from such ancillary sales and wants to grow that by an unspecified amount. Ryanair, which had led the way in selling such add-ons, gets over 30 percent of its revenues from ancillaries. Third party sites offer airlines access to a wider audience but for a fee and also at the expense of control of sales. "Airlines are excited to get their product on to the shelves," Scott Wilson, vice president of eCommerce and merchandising for United Continental Holdings Inc told Reuters. "They just need to be displayed in the correct way." "I can see a scenario in which United would not want to work with partners that weren't helping advance our corporate strategy," he added, although United aims to be "agnostic" about where customers buy its services. Ryanair is overhauling its website to offer its 100 million annual passengers flight price comparisons, cheap hotel rooms and location-based restaurant discounts.