1 million searches is OK but Compete shows them at 200K visitors/month: http://siteanalytics.compete.com/hipmunk.com/ and surprisingly, it shows they had MORE visits a year ago than they do around this time... so where's the growth? it seems stagnant...
They're trying to build excitement again, but if you ask Hollywood they will tell you that you can't make people like something they don't, no matter how much you market it.