IntroductionOrbitz Worldwide is a leading global online travel company that uses innovative technology to enable leisure and business travelers to research, plan and book a wide range of travel products. journey. Orbitz Worldwide's success is due to the travel agency continuing its company's mission. Orbitz's mission is to become one of the top three hotel distribution platforms in the world. Specifically, organize their activities into three functional areas: demand, supply and retail. Orbitz identified that airlines have struggled to survive in the face of a struggling economy, rising fuel prices and rising airfares. Orbitz has identified through its mission and the combination of different strategies that a company can succeed. Value Discipline The global travel industry is a large and dynamic industry that has been characterized by rapid and significant change. The global economy experienced a prolonged recession in late 2008 and throughout 2009, which had a significant impact on the travel industry. Although the economy appears to have stabilized or slightly improved, uncertainties remain about the timing and sustainability of a recovery. As a result, visibility on when travel industry fundamentals will fully recover is limited. Orbitz weathered the 2001 terrorist attacks that crippled the airline industry. The success that contributed to Orbitz's success throughout this period was the value discipline of leveraging operational efficiencies while maintaining lower costs. Orbitz is known for its Customer Price Assurance program, which reimburses a customer for the difference on their ticket if the price drops for the hotel or airfare. Orbitz Worldwide has changed people's perception of booking travel online. Ev...... middle of paper ...... hotels, airline tickets and vacation packages are the reasons why Orbitz is the industry leader. Recently, the acquisition of a contract with Trump International & Tower Las Vegas and with the Marriot has increased their market value in order to reduce costs in these different destinations. If Orbitz continues to acquire contracts with more hotels, resorts, airlines and car rental companies, it can increase its profits and become a leader in reducing travel costs. References Charney, Chad . (2011). The travel industry: competitive strategy. http://thetravelindustry.wikidot.com/competitive-strategy Accessed March 7, 2011. Orbitz Worldwide, Inc. http://www.faqs.org/sec-filings/110301/Orbitz-Worldwide-Inc_10-K/ Accessed in March 7, 2011. Pearce, JA, II, Robinson, RB (2011). Strategic Management: Formulation, Implementation, and Control (12th ed.) Boston, MA: McGraw-Hill/Irwin