The internet is rapidly becoming the number one resource for consumers looking to travel, according to new research.Figures produced by comScore and Google UK reveal that 20 million people in the UK used search engines to find travel information during the first quarter of 2007.
"Online research and more specifically search has become a critical first step for consumers considering purchases," stated Bob Ivins, executive vice president of European markets for comScore.
It was also found that British people are using search engines in more sophisticated ways to research and purchase travel, with customers taking nearly a month on average to go from their first search to performing a financial transaction.
According to the researchers, travel companies face a mounting challenge to retain online buyers as the "proliferation of competition" encourages consumers to shop around for good deals.
Buyers were found to favour generic product or destination search terms over branded ones when beginning their hunt for information, with 54 per cent entering such terms at the start of the process.
Additionally, many travel customers (over a third) were found to use a generic search term as their last before making a purchase.
Concerning the research, Mr Ivins stated: "By studying the entire online purchase path from first search to actual transaction, we are able to quantify the importance of that first search and subsequent searches and help marketers impact purchase decisions."
Figures released last year by comScore revealed that holiday and travel websites enjoyed considerable success in the UK over the summer, with lastminute.com being visited by 5.2 million users in July alone.
