Speculating, I'd say reap referral revenue. Orbitz has a program http://www.orbitz.com/App/Affiliate http://www.orbitz.com/App/Affiliate, and hipmunk can probab

Speculating, I'd say reap referral revenue. Orbitz has a program http://www.orbitz.com/App/Affiliate http://www.orbitz.com/App/Affiliate, and hipmunk can probably negotiate better at some point. For an acquirer: drive sales.