At least 17 million people are forecast to book part of their main 2007 holiday via the internet. New research shows that 13 million will go also online to purchase part of a short break.
The found that of the total UK adult population, more than 20 million will use the internet to source information about some element of their main holiday. Sixteen million will use the internet to seek information about short breaks.

The findings of the 2007 Holiday Online Planning Report by market research company Continental Research shows that 63% or 17 million people will purchase part of their main 2007 holiday online, and 49% will do so for a short break.

More than three quarters (78%/21 million) will seek information about their main holiday online, with 59% (16 million) using the internet to source information about short breaks.

The report described the numbers as "conservative estimates" as they only refer to one trip. "The importance of a good online presence and a good online service is imperative for most businesses in this sector," the report says.

But it warns that tour operators and travel agents could do more to raise their online presence and create 'top of mindness' amongst online users.

Get the full story at IAG