Expedia News

We haven't seen the contract but can assure you this: Expedia gave some ground to American Airlines Group. Otherwise Expedia Inc. sites would not be getting access to American's and US Airways' ancillary services or be able to ink the deal to provide hotel inventory to AA.com.

Unlike the Priceline Group and Expedia Inc., TripAdvisor tried to go-it alone in China without a long-term home-grown partner. Expedia failed even though it had a Chinese partner in eLong so there are no guarantees in doing business in this potentially very lucrative but stubbornly difficult market.

Expedia's acquisition of Orbitz Worldwide would indeed limit consumer choice. However, what the American Hotel & Lodging Association doesn't mention is that Expedia-Orbitz would only control about 15 percent of the overall U.S. travel market when you consider hotels' own websites, phone lines and offline options in general.

Expedia's launch of vacation rentals in the U.S. in partnership with HomeAway has been a relative dud as Expedia hasn't shown much commitment to the effort. But Expedia has higher hopes for Europe, where vacation rentals are more commonly in travelers' consideration set.

Despite 88 filed lawsuits in the U.S. -- and now VAT issues in Europe -- the hotel occupancy tax issue has mostly been manageable for Expedia and the other online travel agencies. The sky indeed has not fallen.

Expedia is content to work with Google on hotel bookings while stiff-arming TripAdvisor. There is likely more to the warming and cooling relationships than just the relative economics.

Officials at Booking.com and Expedia know their hotel businesses are so far ahead of Amazon's nascent moves that they aren't cowering in fear at the might of Amazon. But you can bet they will be taking a hard look at the expanded Amazon Destinations today, as will the folks at Google and TripAdvisor.

The emergence of TripAdvisor as a viable booking site is a wake-up call to Expedia and the Priceline Group, who have been TripAdvisor's largest advertisers in recent years. It wouldn't be surprising to see them cut the spending spigot a bit.

With the emergence of TripAdvisor and Google as online travel agency alternatives and Amazon waiting in the wings if it ever figures out what it wants to do in travel, all the signs point toward an increasingly competitive online travel agency market in the U.S. These are factors the DOJ will consider when mulling the Expedia-Orbitz deal.

Giving travelers a peek at what happens behind the scenes by sharing their staff's personal take is one way to build brand affinity.