A new generation of travel Web sites is using creative features to help travelers customize their vacation, whether it be a kayaking adventure or a lazy stay at the beach.

Tips, ratings and itineraries - often supplied by everyday travelers rather than professionals - are a cornerstone for many of the new companies, which are competing against giants like Orbitz, Expedia, Travelocity and Yahoo Travel.

"They're doing things differently and more creatively," said Henry Harteveldt, an analyst for Forrester Research, who likened the new sites to travel agents, whose services stretch beyond selling tickets.