Summary
Two in three European leisure travelers are now online, with most enjoying in-home broadband access. Forty-one percent both research and buy travel online. These leisure travel Bookers are focused on efficient, value-oriented sites and are starting to also buy niche products like museum tickets via the Web. Travel supplier sites — the sites belonging to the airlines, rail lines, hotels, and other direct providers of travel services — reign online. To become a European Booker's site of choice, travel firms must fulfill European travelers' desire for new ideas, convenience, and guidance.
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