Orbitz

Overview

Orbitz is a US online travel agency launched in 2001 by a consortium of major American airlines (United, Delta, Northwest, American and Continental) as an industry-backed alternative to the early OTAs. After multiple ownership changes, it became part of Expedia Group in 2015 and is now operated on Expedia's shared platform.

Business Model

Orbitz offers a full-service OTA proposition including flights, hotels, cars, cruises, vacation packages and activities, drawing on Expedia Group's central supply pool. It runs on a hybrid agency and merchant model and has historically targeted value-conscious US leisure travelers.

Market Position

Within Expedia Group, Orbitz operates as a tier-two consumer brand alongside Travelocity, Hotwire and CheapTickets. It retains brand recognition among long-time US travelers and participates in the group's broader loyalty and marketing flywheel, although primary investment focus has moved to the core Expedia, Hotels.com and Vrbo brands.

Key Facts

Orbitz pioneered transparent fare comparison in its early years and was one of the first OTAs to integrate the Sabre and other GDS systems for direct flight inventory. Its Orbitz Rewards loyalty program offers Orbucks earned on bookings that can be redeemed against future hotel stays.