Orbitz, the online travel booking site, is launching a new rewards program that it hopes will make travelers come to it as quickly for a hotel room as they might when reserving a flight.

The program, set to officially launch on Monday, will allow members to earn loyalty currency, or "orbucks,'' as soon as they book a flight, hotel or travel package that they can redeem to lower the cost of a hotel stay.

And unlike many loyalty programs, redemptions can be immediate when booking a flight. A traveler who books a flight can use the loyalty currency that's earned to bring down the price of a hotel room they're booking for the same trip.

"I think historically people thought Orbitz is where I book my air,'' says Chris Orton, president of Orbitz.com. Now, travelers can see that "the same place I book my air, is a great place to book my hotel . ... The program is designed to give them an incentive.''

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