Orbitz Base Case

By Deborah Gage Print this article Print

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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    This article was originally published on 2002-10-06
    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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