Orbitz 2010 Annual Report Download - page 12

Company Strategy
Our strategic focus for 2010 is on driving global hotel transaction growth, supporting our mission to
become one of the three primary hotel platforms globally. Specifically, we think of our activities as they relate
to hotels as falling into three areas: demand, supply and retailing.
Demand
We are focused on generating demand through both business-to-consumer and business-to-business
channels. In 2010, we intend to further increase brand awareness and loyalty such that consumers come
directly to our websites to book their travel. We are also focused on continuing to optimize our search engine
marketing spending to drive consumers to our websites in a cost effective manner. We are actively pursuing
strategies to increase the amount of traffic coming to our websites through SEO, CRM, our private label
business and our corporate travel business, Orbitz for Business.
Supply
We are focused on working with our suppliers to provide customers the ability to book a broad range of
highly competitive travel products and services on our websites. We are investing in enhanced hotel
connectivity and infrastructure solutions in 2010. We also intend to expand our supply footprint in markets
where online penetration is low.
Retailing
We are focused on ways to improve our ability to convert website visitors into customers. We plan to
enhance the customer shopping experience on our websites by developing new tools and technologies to help
users research options, improving the quality of the hotel content we make available (such as editorial
descriptions, photographs and user-generated reviews) and through the development of systems and technology
that will allow us to use historical data to provide customers with more relevant search results. We also intend
to build upon our existing telesales capabilities to drive volume for higher margin travel products.
Employees
As of February 24, 2010, we had approximately 1,400 full-time employees, more than half of whom were
based in the U.S. and the remaining were based primarily in Australia and the U.K. We believe we have a
good relationship with our employees. We outsource some of our technology support, development and
customer service functions to third parties. Additionally, we utilize independent contractors to supplement our
workforce.
Company Website and Public Filings
We maintain a corporate website at corp.orbitz.com. The content of our website is not incorporated by
reference into this Annual Report on Form 10-K or other reports we file with or furnish to the Securities and
Exchange Commission (“SEC”). Our filings with the SEC are provided to the public on our Investor Relations
website, free of charge, as soon as reasonably practicable after they are electronically filed with, or furnished
to, the SEC. Other information regarding our corporate governance, such as our code of conduct, governance
guidelines and charters for our board committees, is also available on our Investor Relations website
(www.orbitz-ir.com). In addition, the SEC maintains an Internet website that contains reports, proxy and
information statements, and other information regarding issuers, including us, that file electronically with the
SEC at www.sec.gov.
We also use our Investor Relations website (www.orbitz-ir.com) to make information available to our
investors and the public. Investors and other interested persons can sign up to receive email alerts whenever
we post new information to the website.
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