NEW YORK (TheStreet) -Orbitz Worldwide Inc (OWW - Get Report) is up 28% today-- but this is only the latest in the surge in plays of online travel, including TripAdvisor (TRIP - Get Report) this week... and Expedia (EXPE - Get Report) and Priceline.com (PCLN - Get Report) just wont stop.
Key here is the extreme fragmentation in travel -- particularly hotels-- internationally. Priceline has been dominating the European market with Bookings.com. And they have Kayak to boot. Trip Advisor is benefitting from its shift to meta from popunders-- and both Expedia and Priceline are seeing more conversion from this.
The secular tech trends with a shift to more time spent to social media are accelerating... and if you are looking to choose just one, go with Priceline, despite its higher price tag.
--Written by Nicole Urken in New York.
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