In an attempt to stop the slip from innovative company to commodity, Orbitz is announcing a new brand intended to help bolster their services by offering "the ultimate" travel experience to their users. Orbitz recognizes that people don't just want a cheap travel experience, but they want to be well informed and put in control with choices and options. Orbitz is actualizing these needs through customer networking and technological advances that put the passenger in the drivers seat.

One of the new innovations Orbitz is featuring is the Hotel Scorecard. This program allows customers to rate their experiences at different hotels and focuses on elements like customer service, things to do around town, dining, moneysaving, and an iconic star rating. This service combines articles written by travel researchers as well as customer feedback in an easily accessed format. Again, the emphasis here is on empowering the customer by providing them with timely, and helpful, information.

Perhaps the biggest innovation OrbitzTLC has achieved is in regards to their technological developments. OrbitzTLC proactively anticipates barriers to travel with superior services that ease dealing with the unavoidable. There are a lot of unknowns in the world of travel and Orbitz is seeking to minimize those discrepancies. Orbitz keeps their customers and suppliers informed and updated, giving them the control to make smarter travel plans. Orbitz customers who book a flight on most airlines can receive OrbitzTLC Air Alerts (formerly Care Alerts) to help make their travel experience more efficient and enjoyable. These alerts help travelers by making them aware of potential weather hazards, strikes, airport conditions, gate changes and baggage claim information, in addition to listing street closures, or anything else that might influence the timeliness of their flight plans. This up-to-the-minute information offers a new experience to travelers. With OrbitzTLC, gone are the days of waiting cluelessly while your travel plan develops. The updates Orbitz offers are easy to access since travelers can designate how to receive new info-by mobile phone, pager, PDA, or email. They can also designate the timeframe in which they want to receive information on the status of their flight. Orbitz customers can also enroll up to six family members, colleagues, or friends to receive OrbitzTLC Air Alerts.

OrbitzTLC is fighting to win back the online travel market by working to meet the demanding needs of travelers. By putting the passenger in power, Orbitz provides a comprehensive service that's moving their company beyond the commodity industry.