Travelocity.Com (B)

Abstract

In the summer of 2001, the online travel sector was one of the few bright spots for both the airlines and the dot-com sectors. Two online travel agencies emerged as the clear leaders: Travelocity and Expedia. However, just as they had established themselves as the top-tier of online travel sites, they faced a new challenge. A joint venture between five major U.S. airlines named Orbitz threatened to completely change the competitive picture of the online travel industry. This case is meant as a follow-up to the multimedia Travelocity.com case, but can be taught as a stand-alone as well.

Keywords: brand management, consumer marketing, marketing strategy, electronic commerce, e-business