Rumors are rife that Travelzoo Inc. is putting itself on the market.

Reuters reported that the travel newsletter publisher, whose shares have slipped 75% since July (it trades under the stock symbol TZOO) is planning "to sell itself."

According to the report, TravelZoo, worth $336.1 million, is in the process of hiring a financial adviser. Reuters said shares of Travelzoo were up almost 30% on Wednesday morning.

A source told Reuters that the list of potential buyers could include Amazon, Google and Odiego, which owns four online travel brands, including Opodo and Travellink.

Travelzoo, which publishes e-newsletters of travel deals, has more than 24 million subscribers in North America, Europe and Asia-Pacific, Reuters said.