Price, transparency and innovation are expected to drive growth in the use of travel websites in 2010, according to a new study.

The poll of more than 1,200 people found that 15.1% more are likely to use the internet to book holidays this year over 2009.

Consumers are being attracted online by independent product reviews and reduced prices.

The research by accommodation network Crashpadder.com revealed that 8.8% more people are likely to go on ‘staycation’ in the UK.

With an increasing number of families feeling the pinch in the UK it is hardly a surprise that people are spending longer looking for the best deals and making sure that their holidays deliver exactly what they are looking for, the company said.

"The internet is a powerful tool when it comes to big purchases like holidays,” said company founder Stephen Rapoport

"Aside from generally lower prices people can read hundreds of impartial reviews on locations, hotels and airlines, as well as compare packages directly. It’s a level of transparency which traditional travel agents simply can’t offer.”

"Already we’re seeing strong growth for bookings in 2010. Most of our customers are leisure travellers booking staycations in the UK, but we’re seeing growth in international bookings also. 

"We put this not only down to the recession but also environmental factors. Domestic holidays usually mean no air travel and a greatly reduced carbon footprint.”