HolidayAutos’ owner lastminute.com has again denied the car broker is up for sale following initial reports in June.
Early negotiations are understood to have started with at least interested parties on the sale.
It is estimated the company could fetch anywhere between £30 million and £50 million.
Travolution also revealed in June that a high profile financial consultancy was recently appointed to handle the sale.
Lastminute bought HolidayAutos in 2003.
The rumour comes ten months after the online retailer was forced to deny similar plans for bedbank Medhotels.com, which was then sold to Thomas Cook.