Airline websites are falling in popularity, the latest evidence that more customers are pursuing cheaper holiday alternatives at home this summer rather than travelling abroad.

British Airways, Easyjet and Ryanair saw their positions among the top 20 retail websites fall in April against the same month last year in a league table compiled by IMRG and Hitwise, the internet monitoring organisations that rank companies on site visits. Expedia and Lastminute.com travel sites also tumbled.