Orbitz experiments with traveler networking

I was traveling recently and noticed some Orbitz advertisements highlighting a new feature that seems aimed to compete with the Travel 2.o stylings of websites like tripadvisor.com. Orbitz currently has its feature out in beta, it's called Traveler Update, and it attempts to use user-generated travel feedback to deliver real time updates through the Orbitz network of travelers. Essentially, it seems that travelers will send updates about airport conditions and Orbitz will forward this information to other travelers who might find it relevant (i.e. others who are traveling to/from that same airport at around the same time). The feature is billed on the website as:

Stay a step ahead with real-time updates from travelers just like you.

Ensure your trip goes smoothly with real-time updates from fellow travelers about security wait times, traffic & parking, taxi lines and more. Additionally, our exclusive OrbitzTLC air-traffic info, FAA updates, and weather conditions will keep your travels on track!

Additionally, to incentivize honest reporting, Orbitz will offer rewards to those who consistently provide helpful information.

Orbitz will rate users based on how often they comment and how useful their comments are, offering discounts and free flights to those with the highest ratings — no indication yet exactly how such bounties will be measured or doled out.
(see: gridskipper)

Given the relative trust that users seem to grant to user-generated feedback, this seems like an innovative step for Orbitz. The site already sends out text/phone updates, and it is encouraging that it is using its database to connect users who may have relevant information to provide to one another.

This seems particularly interesting too because users don't have to seek out the user-generated feedback... instead Orbitz feeds them relevant reports based on information it already has stored in its database. In essence Orbitz is creating a ready-made travelers network, without requiring the traveler to explicitly join or explore the network themselves. By harnessing the power of social networking to connect travelers and integrating information from its own databse, it seems Orbitz has hit on an interesting way to innovate and compete in the travel space.