Database denormalization: multiple rows into single column. How bad is it? We have few join-heavy queries to our SQL Server 2008 database and in an attempt to optimize them I thought of having a view that would produce this

OrderID     Number    Traveller
1           102       1015;John Doe|1016;Jon Appleseed


out of

OrderID     Number
1           102


TravellerID    OrderID    FullName
1015           1          John Doe
1016           1          Jon Appleseed


My question is: how bad is it from a DBA's standpoint? On the one hand, it gets the job done, but this solution really bothers the purist side of me.
It depends on how the views are going to be queried.  If the purpose is to do something like 

SELECT OrderID from dbo.vw_Orders WHERE Traveler like '%Jon Appleseed%' 


then you should NOT do this.  If you are just using the view to return a list that will be parsed by your application, then it may not be so bad.