Expedia, one of the largest leading full-service travel companies, is launching a new direction in its marketing through Expedia Brand as demand for travel returns after the Covid-19 pandemic. This new global positioning is grounded in the understanding gleaned from months of customer research. The beginning of the journey for Expedia to become the ultimate travel companion helping travelers every step of the way addresses critical traveler pain points. Overhauling its business with this new positioning marks a pivotal moment for the brand. Travelers want more out of their overall travel experiences, and Expedia is the perfect partner.
The toll of the Covid-19 pandemic has shifted consumer wants and needs. Now, travel companies must offer more. Shiv Singh, the Senior Vice President and General Manager at Expedia Brand, says customers "want a trusted partner who is there with them every step of the way, supporting them to ensure they get the most out of their trips."
“This is just the first chapter in a multi-year journey to really deliver against our mission of being a brand that is there for travelers from start to finish.” -- Shiv Singh
Aligned with its brand vision to be the ultimate travel companion, the series of updates Expedia is introducing will feature the following:
A new itinerary experience where travelers can see all the details of their trip in one place, both in the mobile app or the website.
A new “Keep Planning” feature in the mobile app will allow travelers to pick up from where they left off and shows recent searches and bookings.
A new offering for pre-bundled products (flights + accommodation + activities) with upfront pricing. Travelers will no longer have to sift through hundreds of options and still be able to customize the pre-bundled offerings.
A seamless insurance offering with reworded and simplified content, an improved process for submitting claims, transparency about claim status, and more.
Continued investment into the virtual agent platform to provide a fast resolution to issues and inquiries with no wait times.
An accommodation details page on the mobile app provides travelers with the opportunity to discover and experience more out of their destination by exploring popular activities nearby. This feature is available post-booking and in-trip to continue maximizing the traveler experience.
Simplifying the Expedia Rewards program by merging the existing account setup process. Travelers not already enrolled can start earning points the next time they log in. New benefits will be added to the loyalty program.
A new flight shopping experience provides travelers with a clear view of their options to make informed choices to find the best flight experience based on their specifications.
A first in the travel industry, Expedia will let travelers shop by lodging amenities. Pricing details will allow travelers to better understand the difference in amenity pricing at different lodging options.
Expedia is also launching a new global creative marketing strategy under the new tagline “It matters who you travel with" because Expedia is the ultimate travel companion. Placing companionship at the center of the narrative delivers inspiration and support to travelers in an optimistic and uplifting way.
“Our new brand positioning acts as a promise to the traveler who wants to be engaged by possibilities but, now more than ever, needs to feel supported throughout their journey. We know that people want to get back to travel, we want them to feel confident in the travel experience they can have with Expedia.” -- Shiv Singh
Comentarios