A new Forrester Research study confirms what we’ve known for some time: Online travel agencies struggle to differentiate themselves.

The study, “The Online Travel Brands that Win with U.S. Leisure Travelers,” did conclude that U.S. online leisure travelers find that Expedia.com offers the widest array of destinations and the best customer service, Priceline stands out for its pricing and value, and hotels.com gets the highest marks for its hotel content.

But these three OTAs, which bested Travelocity, Orbitz, Kayak and Hotwire in the survey, shouldn’t clear space for these honors in their trophy cases because almost half of the survey respondents had no opinion about the respective brands, and the differences, even among the winners, weren’t all that dramatic.

Where the report gets interesting is where the authors, Henry Harteveldt and Elizabeth Stark, suggest solutions for what they say consumers view as “a homogenous beige mass” of travel intermediaries.