2. What do you understand by the term synergy? Evaluate to what extent this may occur with the acquisition of Orbitz Worldwide, Inc. by Expedia, Inc. What operational advantages may be derived? 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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