The airlines own travel website, Orbitz, and other competing websites have compounded the major airlines' revenue and profit woes. This New York Times story (registration required) details the birth of how Orbitz came about:
It was, someone in the room said, "a Don Corleone moment." The room was in the New York office of the Boston Consulting Group, to which top Microsoft executives had been summoned in November 1999.
The offer, made by executives of four big airlines, was this: They would give Microsoft's online travel agency, Expedia, access to their discounted "Web fares" and, in return, get half of Expedia. And the threat: If Microsoft refused, the airlines would announce their own travel site the next day, which happened to be the day of Expedia's initial public offering.
Microsoft, unaccustomed to being on the receiving end of threats, refused. So on the morning of Expedia's offering, the airlines said they would start a rival service, ultimately known as Orbitz.
Besides feeling a dire need to compete with Travelocity, which had been the frontrunner, and the threat from the impending launch of Expedia (now part of Barry Diller and USA Interactive's companies), the airlines were also looking for a way to reduce or remove the cost of the middleman.
In the early 1990's, the costs of distribution — for agent commissions, reservations systems and telephone agents — represented more than 20 percent of revenue, and airlines were looking for ways to reduce them....
"The airlines are shooting themselves in the foot," said Edward P. Gilligan, president of American Express Global Corporate Services.
Web fares are so low that more business travelers want them, even with the fares' restrictions. The airlines "are cutting their fares by 50 or 60 percent to save 2 percent in distribution costs," Mr. Gilligan said.
...Over all, 42 percent of business tickets issued by American Express are now discounted and nonrefundable, up from 25 percent in 2000.
Tight corporate budgets have been a big force, but the Internet is, too. In controlled experiments, American Express found that when travelers book tickets for the same route, those who use its Internet site spend 15 to 20 percent less than those who talk to its own travel agents.
Orbitz launched in June 2001 and the airlines had hoped to milk the Internet gold rush with an IPO for the company but things have changed drastically and the airlines have been forced to invest more recently in this venture even as they ask for the government for a bailout.
Once out of the gate, Orbitz became one of the fastest-growing sites in history. In the first six months of this year, it sold $950 million worth of tickets, estimates PhoCusWright, a consulting firm. That gives it a 14 percent share of the online travel agency market. (Expedia has 35 percent and Travelocity has 24 percent.)
So far, Orbitz has not been a financial success. Last year, it lost $103 million on revenue of $38 million. In the first quarter this year, it lost $9 million on revenue of $27 million.