While that forecast is necessarily US-centric, it does provide some interesting food for thought.

By 2013, the number of travellers directly researching and booking part of their trip online will have grown -- but only by a relatively modest 16%. The main reason that number won't grow faster, Forrester argues, is that travel sites aren't good enough for many users, thanks to a combination of poor design, inflexible options, and unclear security.

Indeed, one of the growth areas will be in what Forrester describes as "leisure lookers": people who use the Web to research and price their travel plans but then make their final bookings and payments offline. By 2013, one in five online travellers will fall into this category.

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