Ah re #1 - I was under the impression that you were actually using Orbitz inventory for hotels (flights are through GDS I assume - but barely make money anyway).
re #2 - yah totally subjective and I have no data besides anecdotes
re #3 - again I have no data to support this. Just generally incredibly suspect of any growth that comes from SEM (though there's clearly cases where it's worked). Good to hear there's some retention, though.