Online travel consumers compare airfares at an average of 3.2 Web sites and hotel rates at an average of 3 Web sites, JupiterResearch says. 37% of online airfare travel consumers report enjoying the challenge of travel research and visit three or more Web sites per travel product. A further 20% of online airfare travel consumers report feeling empowered by researching flights online, although they only visit one or two Web sites to research airfares. At 17%, general search engines have surpassed other media channels in driving consumers to a particular Web site when researching their most recent trip. Obtaining frequent flyer points is one of the most important factors motivating online travelers to purchase flights directly through airline Web sites.