It has been found that search engines are the primary source of traffic for UK travel sites. The survey from Hitwise also found that older users made up a far larger percentage of site visitors, whilst they were also slightly more likely to be women. It was also found that direct hotel sites, hotel booking sites, and rental were more or less just as popular as each other amongst all age groups. Online travel bookings have increased in the UK by 3.4% in 2016, meaning that over 60% of all internet users in the country now book holidays online.Â
