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Orbitz Tries to Build Loyalty With New Restaurant Rewards Program

Aug 05, 2014 9:40 pm

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Is this Orbitz trying to make a restaurant play like TripAdvisor and Priceline? Or trying to build loyalty via a third party? We’re not sure either.

— Jason Clampet

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Orbitz' site on tablet. Skift

Orbitz Worldwide has teamed with another Chicago company, Rewards Network, to offer dining rewards for the first time.

Members of the Orbitz.com loyalty program can sign up for free any of their existing credit cards with Rewards Network and earn “Orbucks,” the Orbitz reward currency, when they use the card to pay for meals at participating restaurants. Orbucks can later be spent on hotel stays when booking through Orbitz.com.

“Dining is such a big part of the travel experience that it was a logical next step for us to offer Orbitz Rewards Dining to our members and give them the opportunity to earn travel rewards throughout their entire vacation,” said Sarah Butterfass, senior director of loyalty for Orbitz. Rewards are accumulated for everyday dining too, she said.

Orbitz Rewards members earn 5 percent in Orbucks when using their signed-up credit cards to pay for dining out at more than 11,000 restaurants in North America, or 7 percent in Orbucks when paying with the Orbitz Rewards Visa card. The site to sign up is orbitzrewardsdining.com.

Orbitz rolled out its Orbucks loyalty program last October, one of its attempts to funnel more of its customers to hotel bookings and not just buying airline tickets, which is less lucrative for Orbitz.

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