After months of planning and speculation, five major US airlines have launched an online travel site they say will be the most comprehensive internet offering of its type. Orbitz, which is owned by United, Continental, Delta, Northwest and American airlines, claims to offer more choice, and often better prices, than the web's current offerings. But the online venture faces possible scrutiny by the US government over antitrust concerns that an airline-owned web site will not benefit consumers. A bevy of consumer groups have joined together, asking the government to stop the site's launch until Orbitz assures regulators that it intends to compete on a level playing field. The unprecedented link-up of major airlines has so far passed US Department of Justice and Department of Transportation muster.
Officials say the companies involved have yet to show evidence of collusion or price-fixing.
For its part, Orbitz says the relationships it has established with more than 40 other air carriers, hotels and car rental companies will benefit consumers by giving them more choice. Additionally, Orbitz says it is focusing on customer service as one way to ensure users' satisfaction. And it is that focus that will allow Orbitz to compete strongly with other travel sites, analysts say. While analysts generally see Orbitz's entr e into the online travel world as a 'no-brainer', they say the company will still have to establish itself with the travelling public. They have to establish a lot of trust.