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Travel Sites: One Visit in Twenty
Online competitive intelligence service Hitwise reports continued strong growth in traffic to UK travel web sites. In July, visits to Travel related web sites represented 5% of all online visits, compared with 4% in January 2004.
Between June and July 2004, visits to sites within the Travel sector grew by 18%, compared with only 3.7% between May and June, although they actually decreased during the first two weeks of Euro 2004 (weeks ending July 12th and 19th), perhaps indicating a decision to defer booking holidays. Hitwise also suggests that consumers havetaken advantage of late holiday deals, with traffic to the Travel sector peaking in the week ending July 24th and reaching 5.09% of visits.
Average session duration on a travel web site has also increased in the last two months, up from 5 minutes and 50 seconds in June to 6 minutes and 7 seconds in August. Note that the category definition used includes map sites like Multimap and Streetmap as well as the AA - see the top ten below.
Visits to Travel websites by market share of visits,
January 2003 - July 2004
Source: Hitwise
Hitwise' web site is at www.hitwise.com
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