Peak booking period data from Hitwise has underlined the growing popularity of peer to peer accommodation site Airbnb, the travel site most reliant on social media for clicks.

The travel insights firm found overall the sharing economy was the fastest-growing segment in travel in the key three week period from Boxing Day when travel firms traditional see high volumes of inquiries and sales.

In contract, Hitwise recorded healthy but stabilising growth for online hotel aggregators. This sector saw a 13% rise in visitor numbers over the same period last year down from 59% the previous year.

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