Consumers are changing their booking habits as the credit crunch deepens and more travel companies crash.
According to a survey by customer experience-monitoring company Global Reviews, as many as 69% of holiday-makers are taking a more careful approach when booking a break than was the case last year.
When choosing which holiday websites to visit, 49% said they use trusted websites, while 44% use a search engine to find the holiday they are looking for.
More than a quarter now check that their travel insurance will cover them before booking and 38% are more careful about the companies they deal with. But only 4% of the 1,000 web users surveyed said they would no longer book online.
Expedia was found to be the most popular website for those researching holidays with 66% of those surveyed visiting the website and more than half going on to buy.
Next most-popular site is Lastminute.com followed by Thomas Cook, Thomson (44%), eBookers, Opodo, Travelocity and Trailfinders.
Global Reviews director Bertie Stevenson said: "When booking their holiday, customers are now just as concerned about the stability of the company as they are in the price."
© Press Association 2008