Ride-sharing company Uber Technologies Inc.'s new CEO reportedly will be Dara Khosrowshahi, the CEO of online travel company Expedia Inc. (EXPE) - Get Report .

Recode's Kara Swisher and The New York Times' Mike Isaac bothtweeted Sunday that Khosrowshahi, Expedia's CEO since 2005, will take the helm. Investors at the start-up, which is now worth nearly $70 billion, ousted co-founder Travis Kalanick after a series of PR nightmares this year.

Khosrowshahi, a former investment banker, was previously an executive at IAC/InterActiveCorp (IAC) - Get Report and serves on the board of The New York Times Co. (NYT) - Get Report .

The final front-runners were Hewlett-Packard Enterprise Inc. (HPE) - Get Report CEO Meg Whitman, General Electric Co. (GE) - Get Report chairman Jeff Immelt and an unknown third candidate, presumably Khosrowshahi.

  • Uber Just Missed a Big Opportunity by Hiring Expedia's Dara Khosrowshahi as CEO

While a well-regarded executive, one can't help but to think Uber missed a key opportunity.

Since the various scandals, including allegations of rampant sexual harassment and Greyball, a pervasive program to evade local authorities, Uber has faced a management exodus, lacking a CFO and a COO, in addition to a chief executive.

"Generally, gender should not be a factor in choosing a CEO; instead, qualifications and past experience should prevail. However, there are times when gender should play a significant role in consideration, such as when a company is recovering from a gender-based crisis of confidence," points out Kelley Blue Book executive analyst Rebecca Lindland. "Uber missed an opportunity to demonstrate they are moving beyond a culture of harassment and scandal."

Immelt, who reportedly lacked the support of the board, tweeted Sunday that he'd removed himself from the running.

Whitman, a former CEO of eBay Inc. (EBAY) - Get Report , oversaw Hewlett-Packard's split into two. She leads the software and services company, while HP Inc. (HPQ) - Get Report sells printers.

Immelt, GE's current chairman, succeeded Jack Welch as CEO.

Other contenders for the Uber top job reportedly included Facebook Inc. (FB) - Get Report COO Sheryl Sandberg, former Yahoo CEO Marissa Meyer, Alphabet Inc. (GOOGL) - Get Report exec Susan Wojcicki, former Walt Disney Co. (DIS) - Get Report executive Tom Staggs and former Ford Motor Co. (F) - Get Report CEO Alan Mulally.

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