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Orbitz Takes a Wrong Turn
By Deborah Gage
2002-10-06

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Orbitz Takes a Wrong Turn - ' Orbitz Base Case '
( Page 5 of 5 )

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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