Worst case, Travelocity ends up like Cheap Tickets. That used to be an independent website with a niche that worked well. But once Cheap Tickets was bought buy Orbitz's parent, it became simply a clone of Orbitz with a slightly different color scheme. This move may not go nearly as far since Travelocity will remain a separate company, but if you can't differentiate yourself with better results, then you really hurt your value proposition.