In fact, online spending for flights and hotels is rivaling numbers seen in retail during the peak online shopping days of the holiday season. According to ADI's research, U.S. summer online travel spend on flights and hotels is expected to grow 5.5% in 2016, reaching $82.9 billion. Memorial Day weekend is expected to generate $3.05 billion, July Fourth weekend $3.22 billion, and Labor Day weekend $2.92 billion. By way of comparison, Black Friday 2015 saw $2.74 billion in online sales, Cyber Monday hit $3.07 billion, and Thanksgiving Day topped out at $1.73 billion. "Our data indicates a continuing shift to online travel booking," said Tamara Gaffney, principal analyst at ADI. "The fact is that Memorial Day, Fourth of July, and Labor Day weekend periods are bigger than some of the big industry days in the retail space, and no one ever talks about that. This report is meant to raise awareness that these are very big spending periods." Get the full story at Adove Digital Index and Adobe Marketing Cloud Read also "2016 Travel Report: The Story Behind the Numbers" at Adobe Digital Index