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BizReport : Trends & Ideas archives : May 16, 2007

European travel sites see 6% increase

Spring and summer travel plans helped travel sites see a nice boost in March. According to the latest numbers from comScore, over half of the online European population (108 million users) visited a travel hub during the month.

by Kristina Knight

Those visitors spent about 37 minutes browsing the sites for travel information. Travel agencies saw the longest engagement time (19 minutes), followed by airline websites (17 minutes) and hotel reservation sites (15 minutes).

“Half of the European online population visited a travel site in March – it is clearly one of the most popular activities on the Internet,” said Bob Ivins, managing director of comScore Europe.

Earlier this month, it was noted that French surfers boosted travel to traffic sites; it is now interesting to see that the trend covers all of Europe and not only one country.

The top ranking sites were Expedia (18 million visitors), ViaMichelin (13 million visitors) and TUI Group (12 million visitors). and rounded out the top five. These numbers do not include traffic from public computers, PDAs or mobile phones.

The addition of social content such as user-generated destination guides, hotel/resort reviews and destination hot-sheets are likely a large factor in the 6% increase over March 2006 numbers. However, it is also likely that as users become more comfortable shopping for deals online that those deals would begin to include travel plans.

Tags: online travel, travel spending

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