JupiterReseach reports that online travel revenues will rise nearly 20% this year. "We expect the online travel market to continue its strong growth over the next five years and to represent 34% of all travel spending in 2010," said David Schatsky, a Jupiter analyst.

The shift to online travel booking and purchases is being driven in part by supplier companies in the hotel, airline and car rental industries. By using online pricing and packaging incentives, they are hoping to garner a greater share of the business, as well as reduce the cost of telephone call centers.

Jupiter data indicates a gradual shift towards buying direct rather than through travel aggregator sites, such as Expedia and Travelocity.

In spite of recent industry excitement about "metasearch engines," such as SideStep and Kayak, which compare fares from numerous competiting travel sites, only 3% of the consumers surveyed by Jupiter reported using them.

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