1. Analyse the external environment of the online marketplace. Discuss why consolidation has taken place. In America, the online travel market has been through a period of consolidation. This has involved the acquisition, in February 2015, of Orbitz Worldwide, Inc. by Expedia, Inc. for about US$1.3 bn. The acquisition brings with it ownership of eMediaries including orbitz.com, Hotels.com and cheaptickets.com. This quickly followed the purchase, by Expedia, in the previous month, of Travelocity. The Priceline Group rival Expedia with their ownership of Priceline.com, Booking.com and KAYAK.com. This has resulted in Expedia and The Priceline Group together owning approximately 80% of the market.

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