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Travelocity is making customized RSS (Really Simple Syndication) feeds available to subscribers to notify them when lower destination fares are found. Travelocity developed the RSS offering with the help of Internet marketing company, E-site Marketing.

Alerts are sent to subscribers through an RSS reader like MY Yahoo!, My MSN, NewsGator, or Pluck. Subscribers create personalized RSS feeds by choosing from a list of preferred destinations or by choosing Travelocity's recommended destinations trip type.

"We view this application and launch as a significant consumer benefit and major component of our CRM strategy," said Laura Johnston, Vice President CRM/Loyalty for Travelocity. "Based on beta testing, customers are responding in an extremely positive manner."