Desperate times call for desperate measures benefit consumers. As online travel agencies slug it out in the hunt for market share, many are starting to cut booking fees -- ironically, in stark contrast to what the airlines themselves are doing. While the airlines are looking to squeeze every last ounce of revenue from each passenger mile, the websites that put people in seats are hungry for any competitive advantage they can find.

Orbitz Worldwide (NYSE: OWW) has permanently kicked its airline booking fees on both domestic and international flights. Travelocity is following suit, to a limited extent, at least, by continuing to wave booking fees ... a measure that Expedia Inc (NASDAQ: EXPE) is taking, as well. What started as promotions are fast becoming the norm.

Since most of the Pittsburgh and Arizona fans who are going to the game will drive -- Pittsburgh fans in their SUVs, Arizona fans in their RVs, avoiding tolls the whole way -- take a look at shorting travel sites.

Think about it.

My guess is that when you need to travel, you probably go to a travel site, find the flight, and then book it on the airline's sites because it's easier and cheaper to change your flight than it is with an online travel service.

Furthermore, not that many people are flying.

Take a look at shorting Expedia (NASDAQ: EXPE). It's a great site -- I use it all the time. But if you want to make money on the stock, short it.

Michael Shulman is a contributor to OptionsZone.com.