Online travel agencies are losing market share as more people book direct with hotel and airline websites.
Web intelligence firm Hitwise said overall visits to web sites grew 8% in October.
But it was fuelled by suppliers rather than agents with hotels attracting 18% more visits, commercial airlines increasing 17% and car by hire 16%. In contrast visits to online travel agencies fell 3%.
However, director of research Heather Hopkins said larger agencies continued to enjoy strong growth with Expedia attracting 16% more visits.
She said the shift could be attributed to traditional companies strengthening their online brands.
Hopkins added: “People are going to agencies but more and more are then going direct to compare prices.”
According to figures, Expedia has remained the most popular site since January, capturing 10.4% of the market in October. Lastminute was number two with 6.66% share followed by Thomson and Airline Network with 4.33% and 3.38% share respectively.
In the airline sector Easyjet, British Airways and Ryanair have all lost share – by 21%, 8% and 5% respectively – as Jet2 and Thomsonfly cranked up their marketing and more than doubled their number of visits.