17m book holidays online

Recent research indicates that 17 million Britons will book part of their main holiday via the internet this year.

The report by Continental Research found that 63 per cent of us will use the internet for booking part of our main holiday this year, while 16 million or 49 per cent of people will purchase part of a short break online.

The internet is also expected to be used as a major research tool, with 78 per cent of main holiday bookers expected to surf the internet prior to buying their holiday, reports TravelMole.

"The importance of a good online presence and a good online service is imperative for most businesses in this sector," the report states.

"Past research has shown that once a surfer has found your site it should be sufficiently impactful to hold their attention, easy to navigate and clearly communicate the relevant information."

Around a third of holidaymakers will book their entire package online this year, with a similar percentage buying just flights.

Around 29 per cent of online holiday bookers plan to holiday in the UK in 2007.