"Users visit 22 sites before making a travel booking" says Google UK MD.

Speaking at the recent Internet Advertising Bureau's annual Engage conference in London Google's UK MD, Matt Brittin suggested that 25% of all searches end in a purchase.

However, this does not appear to be the case in the travel sector as Brittin goes on to say that an average user looking for a travel product would make 12 searches, visit 22 sites and take 29 days before they ultimately made their booking.