It also is receiving a few complaints, including passengers' inability to reserve a seat. Travelocity and Expedia have offered the option for more than a year.

"We plan to add that this fall," said Carol Jouzaitis, vice president of the Chicago-based company, which was backed by $145 million in funding from the nation's five largest airlines. She noted that during tests of the booking system the lack of an "interactive seat map" was a top priority among users.

"On Orbitz, we do ask if you want a window or aisle seat and we do convey that to the carrier. So you are more likely to get that when you book your flight," she said.

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