Think about what consumers want from online travel services providers. Develop five criteria that you think are key to satisfying customers. Compare and contrast Travelocity.com and two other online travel providers along the criteria you developed. Is Travelocity.com on the right track?

Travelocity.com is the pioneer brand in the Internet travel business. This video case examines how the company re-energized its growth through the development of a new value proposition coupled with creative and innovative marketing tactics.