Orbitz Base Case

By Deborah Gage  |  Posted 2002-10-06 Email Print this article Print

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Snafus over schedules and fares have lost the online travel service customers. If Orbitz can't keep its data straight, it'll never take off.

Orbitz Base Case

Headquarters: 200 S. Wacker Drive, Suite 1900, Chicago, IL 60606

Phone: (312) 894-5000

Business: Provides low-fare airline tickets and other travel services online; co-owned by five major airlines

Financials in 2001: $43.4 million revenue, $113 million pro forma net loss

Chief Information Officer: Kevin Malover

Challenge: Lower cost of transactions by making customer service, fulfillment and marketing more efficient

Baseline Goals:

  • Increase the percentage of visitors who complete a transaction (6.2% in Q1 2002)
  • Increase the percentage of revenue derived from non-air-travel sources (16% in Q1 2002)
  • Complete integration of airline-reservation systems into Supplier Link, a powerful new database service, by the end of 2002

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    Senior Writer
    Based in Silicon Valley, Debbie was a founding member of Ziff Davis Media's Sm@rt Partner, where she developed investigative projects and wrote a column on start-ups. She has covered the high-tech industry since 1994 and has also worked for Minnesota Public Radio, covering state politics. She has written freelance op-ed pieces on public education for the San Jose Mercury News, and has also won several national awards for her work co-producing a documentary. She has a B.A. from Minnesota State University.



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