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Expedia Rebrand as The Ultimate Travel Companion of Travelers

New direction in brand positioning of Expedia in anticipation post-vaccination travel demand.

As consumer travel needs change, Expedia announced the beginning of Expedia’s journey in becoming the ultimate travel companion, helping travelers every step of the way.

As the world prepares for the return of travel demand, Expedia’s rebrand is a new global positioning grounded in the understanding that who you travel with matters.

All by Myself, Expedia rebrand video campaign

Due to the COVID-19 pandemic, travel brands can’t win anymore by simply offering the cheapest price. As the world starts to open up and people start planning their travel again, the new positioning marks a pivotal moment for the brand as it looks to overhaul its business to better cater to travelers who value maximizing their time and want to get the most out of their overall travel experience. From an updated look and feel to enhanced product offerings, Expedia is looking to double down on efforts to deliver on travelers’ evolving wants and needs in a post-pandemic world.

According to Expedia, for the past 25 years, they’ve been focussed on volume and transactions as the way of growing their business. However, over the past year, is that the customers want more from a travel company. They 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 trip.

As travelers adjust to the new norms post-COVID, Expedia must adjust as well, and this is just the first chapter in a multi-year journey to really deliver against the mission of being a brand that is there for travelers from start to finish.

At the heart of the rebrand is a refresh of Expedia’s platform experience across its award-winning mobile app and more than 70 websites. The new home screens reflect a clear and simple layout, with product features that will empower travelers to build a complete trip that suits their needs and interests, bringing together multiple trip elements seamlessly. Along with the ability to purchase flights, lodging, cars, activities and more on a single platform, Expedia also introduces a series of updates aligned to its brand vision of being the ultimate travel companion.

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” travelers 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.

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