• by Gavin O'Malley  @mp_gavin, March 23, 2009

Fighting for consumers' devotion in a cutthroat market, Travelocity has tapped syndication technology provider Conduit to offer travelers a browser-based "community toolbar" through which they can access free add-on services, including driving directions, language translations, currency conversion, flight status and travel support.

To remain competitive, Travelocity presently is testing several initiatives. Following the lead of rivals Expedia and Priceline, it just eliminated booking fees on airline tickets sold through May 31.

Also, challenging a similar program by rival Orbitz, Travelocity's "Fee-Free, Worry-Free Travel" deal also offers a partial refund to travelers who book vacation packages if another Travelocity customer later books the same package at a lower price.

On the new toolbar, a "Flights" button notifies users of top deals, Web fares, low fares, and last-minute packages. "Hotels" and "Vacations" buttons alert users to top deals and trip ideas, while a "Travel Gadgets" button enables users to book flights, hotels, cruises, and car rentals for up to four destinations at once.

"This community toolbar is an easy way for travelers to get the most up-to-date information," said Victoria Treyger, chief marketing officer, Travelocity.

The Conduit network helps publishers to syndicate their content and applications directly to a user's browser.

Worldwide, the Conduit network includes brands such as Fox News, Lufthansa, Major League Baseball, Greenpeace, TechCrunch and Softonic.