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Travel site targets Mac users with more costly options

Orbitz executives said the online travel agency is experimenting with showing different hotel offers to Mac and PC visitors, but said the company isn’t showing the same room to different users at different prices

Orbitz.com

Orbitz Worldwide Inc. has found that people who use Apple Inc.'s Mac computers spend as much as 30 per cent more per night on hotels, so the online travel agency is starting to show them different, and sometimes costlier, travel options than Windows visitors see, the Wall Street Journal reported on Monday.

Orbitz executives said the online travel agency is experimenting with showing different hotel offers to Mac and PC visitors, but said the company isn't showing the same room to different users at different prices, the Journal reported. They also pointed out that users can opt to rank results by price.

Mac users are 40 per cent more likely to book a four or five-star hotel than PC users and when Mac and PC users book the same hotel, Mac users tend to stay in more expensive rooms, the Journal reported.

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Guest-blogging on USA Today's travel blog, Orbitz CEO Barney Harford explained that the higher a particular room is in the site's results, the more likely a user would book:

"90 per cent of customers book a hotel from the results they see on the first page of results (typically the first 25 hotels). Furthermore we know that 50 per cent of customers book one of the top five properties we show, and a remarkable 25 per cent book the top sorted property."

In addition to the Orbitz website, the company owns other travel sites, including CheapTickets, ebookers, HotelClub and RatesToGo.

Apple and Orbitz officials could not be reached for comment outside of regular business hours.

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