Online travel legend Jay Walker is putting his best spin on Upside Travel's pivot, but it's hard to envision which way the company will be facing when it stops. From any angle, Upside's first idea failed. Too many business travelers want neither packages nor gift cards. While those stayed in the mix, Upside beginning in the summer started saying it's all about tech-enabled, immediate en-route service. The challenge is, that's not so unique.

Upside is attempting to attract unmanaged business travelers. Other startups like . . .

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