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The U.S. online travel market will soar to $91 billion by 2009, up nearly 70 percent from $54 billion in 2004, a new study says.
The study, released Wednesday by JupiterResearch, predicted that by 2009, about one-third of U.S. travel bookings will be purchased on the Web. Currently, a quarter of travel bookings are made online.
"We're seeing steady growth across all segments of the online travel industry," JupiterResearch analyst Diane Clarkson said in a statement. "Both business and leisure travelers are booking a growing percentage of their travel online."
The popularity of search engines accounts for part of the growth. More consumers are prompted to visit travel sites as a result of searches than through any other media source, according to Jupiter.
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