In addition to industry consolidation,the online travel industry has been roiled by meta-search engines that scour the Web for the best prices on travel and lodging,to the lowest-price sites. For instance,TtipAdvisor has created a one-stop Web site where consumers can find the lowest price airfares and hotels by searching over 100 other Web travel sites and presenting the fares in rank order.Similar "travel aggregator" sites are Kayak,Fly.com,and Mobissimo . These sites,in the eyes of many industry leaders, commoditize the online travel industry even further,cause excessive price competition,