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More adults over 55 are taking advantage of online holiday booking services as they shop around for the best deals and enjoy their new freedom, claims new research.

New Media Trend Watch believes that many older travel insurance customers are quickly realising the benefits of their offspring growing up and an increase in their disposable income.

Carmel Dennis, project manager at the online intelligence service for tourism marketing professionals, explained: "This generation are familiar with the internet from their workplaces and also may have the freedom to book more last minute short breaks online."

She added that a lack of childcare commitments and being tied into summer holidays periods has encouraged older travellers to be more adventurous.

Figures from online tourism solution provider IVRA Holding showed that adults aged 55 and over are starting to use online travel centres intensively, with the share of online travel bookings by seniors expected to rise to 18.5 per cent in 2009, compared to 4.6 per cent in 2006.

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