Thomson and Expedia frequently trade first and second place throughout the year as the top UK travel agency site - but now Thomas Cook is starting to make a challenge.
In recent weeks, Cook has found itself just a fraction short of Expedia in second place in terms of audience share (via Hitwise).
Whether this is a sign of the so-called summer "lates" market kicking in or the fruits of Cook's wider strategy to attract more business via the web as a result of its switch to becoming an online travel agency remains to be seen.
It certainly indicates why the likes of Expedia and Lastminute.com are ramping up their branding efforts.
Most popular travel websites in the UK for the week ending June 18 2011:
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Destinations and Accommodation
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Travel search terms
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NB: Data courtesy of Experian Hitwise