Orbitz putting itself up for sale makes sense, and it's not necessarily a bad thing, said Henry Harteveldt, a travel industry analyst with Atmosphere Research Group. "I don't see this as a negative situation," he said. "This should not be interpreted as an indication that Orbitz is a failing business. The travel-booking industry is very competitive and today requires scale and scope that wasn't required when Orbitz launched in 2001", he said. "Unfortunately, right now Orbitz doesn't stand for anything," Harteveldt said. On its launch, Orbitz was a source of great airfares and had some clever advertising through the years but ultimately wasn't able to stand apart, he said. "I'm not surprised somebody could see value in Orbitz, but they're definitely going to have to invest money to help Orbitz emerge as a stronger, larger, sounder competitor," he said. Get the full story at the Chicago Tribune