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Expedia announces new direction in brand positioning

3.  Getting the most out of every trip:

  • Today Expedia announces that its Expedia Rewards program will be simplified by merging with the existing account setup process, allowing 25 million travelers who were not already enrolled in Expedia’s loyalty program to start earning points on travel experiences the next time they log in. Expedia will be introducing additional benefits to the Expedia Rewards loyalty program over the course of the year making it easier for travelers to understand how they can earn and use points while providing a richer program offering.   
  • In an effort to help travelers find the right flight and fare type to deliver the best travel experience that suits their needs, Expedia recently embarked on a new flight shopping experience to provide travelers with a clear view of their flight options so they can make informed choices. Whether it’s knowing if a carry-on bag is allowed or seat selection is available, these small details are incredibly important to travelers and a clear opportunity for Expedia to help customers find the best flight experience.
  • Expedia recently launched the ability to shop by lodging amenities – a first for the travel industry. Previously, many of the features included in each room rate were bundled such as parking or a complimentary breakfast, making it difficult for travellers to compare and fully understand what they were getting in their booking. Travelers can now shop with confidence as Expedia explicitly calls out the difference in pricing for amenities to take the guesswork out of what’s included in a displayed rate.

REIMAGINING TRAVEL

Alongside platform enhancements, Expedia will be unveiling its new global creative across multiple touchpoints supported by the brand’s largest marketing spend in more than five years. Using a singular creative platform and a new tagline “It matters who you travel with” travellers will see the idea of Expedia as the ultimate travel companion come through in unique ways across various channels, creating a cohesive message that will resonate as people start traveling again.

“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.” concludes Singh. 

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About the author

Harry Johnson

Harry Johnson has been the assignment editor for eTurboNews for almost 20 years.
Harry lives in Honolulu, Hawaii and is original from Europe.
He loves to write and has been covering as the assignment editor for eTurboNews.