At least in one area, Uber may have missed the mark with its choice for a new CEO.

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 both tweeted 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.

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. 

I have decided not to pursue a leadership position at Uber. I have immense respect for the company & founders - Travis, Garrett and Ryan.

— Jeff Immelt (@JeffImmelt) August 27, 2017

Whitman's position in the final rounds of the selection process was a surprise given her vociferous denial that she was interested in the job. Denying rumors of her selection on July 27, she tweeted, "I am fully committed to HPE and plan to remain the company's CEO."

(3/3) We have a lot of work still to do at HPE and I am not going anywhere. Uber's CEO will not be Meg Whitman.

— Meg Whitman (@MegWhitman) July 28, 2017

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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