The Travel Industry Association (TIA) reports that as of 2003 there are 64 million adults in the US who have gone online for travel information. Of those people, 42.2 million – or roughly 66% – are ‘online travel bookers,’ or those people who have actually made travel purchases online. Furthermore, the TIA finds that 29% of these online travel bookers make all of their travel purchases online, rising 6% since 2002.