Orbitz Wants Users to Think It's More Rewards Company Than Travel Agency
Skift Take
With Orbitz Worldwide now viewing itself more as a travel rewards company than a travel agency, and Travelocity now powered by Expedia technology, the travel agency space in the U.S. sure is dwindling.
Orbitz Worldwide, which has implemented rewards programs that incentivize travelers to make additional hotel bookings, has undergone a monumental change in its self-perception.
If you thought Orbitz Worldwide, which fields brands ranging from Orbitz.com to CheapTickets, eBookers and Orbitz for Business, was mostly about travel booking then you'd apparently be wrong.
"We increasingly see ourselves as a travel rewards company rather than a travel agency," Orbitz Worldwide CEO Barney Harford announced during the company's third quarter of 2014 earnings call November 6.
If this spin -- and t
