Travelsupermarket.com is set to introduce a string of major new features in a move bosses have admitted is a deliberate shift away from the meta search model.
The series of developments will see the introduction of user reviews for hotels and accommodation contained within package holidays.
Expected to be rolled out in the coming months, the multi-layered product pages will also include maps and images and easier navigation.
Travelsupermarket director Chris Nixon said the enhanced website would also feature professional reviews of products taken from the likes of Guardian Unlimited and other consumer travel sites.
The decision to include more content on the site demonstrated how differently consumers are interacting with travel websites, Nixon said.
He added: “We are now moving away from meta search. The consumer is not just coming for price now.
“We used to be focused on driving volume to other sites, but we are giving people the content they need as they find the best price.”
Revamping the site is the latest in a line of developments to Travelsupermarket.com in 2006.
The company launched its first television advertising campaign earlier this year as part of a major brand awareness exercise.
Nixon said a further £2m is to be added to the current campaign to allow it to continue later in the year, following a break from TV screens during the World Cup.
The site also introduced a package holiday price comparison tool in April.