Data from comScore suggests that 108.6 million Europeans searched for travel online last month, representing an increase in traffic of six per cent compared with March 2006.
Expedia led the European travel category with 18.5 million unique European visitors aged 15 and older during March.
The second most-visited European travel site was ViaMichelin, with 13.5 million visitors, followed by the TUI Group with 12.5 million.
"Half of the European online population visited a travel site in March, and it is clearly one of the most popular activities on the internet," said Bob Ivins, managing director of comScore Europe.
The report also revealed that Europeans who visited travel sites in March spent an average of almost 37 minutes browsing travel-related content.
Within the travel category, online travel agencies garnered the most time spent at 19 minutes on average, followed by airline sites (17 minutes) and hotel sites (15 minutes).
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