A study has found British web users are spending more time researching their holidays online than they do on the actual break itself.
Consumers browsed the internet for an average of 16 days prior to making a booking although the average time spent on holiday was only nine nights away from home.
The research by Foundem.com discovered the average consumer spent up to ten days picking a destination and then a further five days were required to select a hotel.
The growth of online reviews has also had a significant impact on buying habits, Foundem.com said.
Some 22 hours were often spent researching local sights and attractions at a destination ahead of departure.
Six out of ten also said they checked a weather forecast website every day in the run-up to the holiday.
However, only 6% of adults said they rely on advice from friends, family or traditional travel agencies.