It must be very distressing not being cool anymore

This time last year Opodo was celebrating after learning it had been named one of the coolest brands in the UK.

But reaching such, er, heady heights means there is often only one way to go, according to the 2007 CoolBrands survey, and that's downwards.

In fact, such has been Opodo's dramatic fall from grace that rival online travel agecncy Expedia is now deemed cooler and Opodo didn't even manage to get on the "qualifying" group.

Say what you like about the methodology behind the CoolBrands and SuperBrands scheme (Bebo and MySpace qualified, Facebook didn't), but its PR is fantastic and the national press lap it up reproduce the results every year.

Other travel catgeory winners included:

Virgin Atlantic (general)
Babington House & The Cow Shed (hotels)
Japan (destination)

The top 20 cool brands included Amazon, YouTube, Google and Ebay.

Kevin May, editor, Travolution

Technorati tags: opodo expedia superbrands coolbrands