Create a global brand positioning, messaging platform, and always-on campaign for the Expedia brand.
Expedia needs to be relevant and differentiated to arise amongst the noise of ever-growing market of online travel agencies (OTAs).
With our world becoming more globalized, OTAs have been quick to fill in every available niche, providing a plethora of online travel options. OTAs have trouble differentiating from each other and offer similar things, while online booking in becoming increasingly complicated and confusing.
While the first thought might be price, OTAs’ prices do not differentiate that much, so consumers are actually looking for convenience.
In combating the complex services OTAs offer, Expedia offerings must be adaptable to allow for different preferences. Most OTAs actually provide similar offerings in their own methods (flight, hotel, rides, activities) and price their flights within $10 of one another, meaning Expedia must differentiate itself in ways other than price. Since the #1 word Gen X families would use to describe themselves is “busy,” Expedia should focus on the ease of use and convenience of their services.
Communicate the convenience, ease, and assurance Expedia can bring into planning and travel.
The online booking industry has become increasingly saturated as new players continue to enter the space. Between hotels, airfare, activities, and car rentals, many OTAs have the same product offerings. As a result, consumers are finding online booking to be stressful. In a space where it can be easy to blend in, it is essential to focus on the Expedia difference. While consumers can find travel accommodations and deals through a multitude of OTAs, the difference is that Expedia makes travel easy.
A combination of demographic, psychographic, and behavioral targeting was used to create a comprehensive view of two-high opportune segments. The first layer of targeting, the user qualifier, applies to both segments. The requirements ensure the target consumer has both the monetary means to travel/have interest in traveling and purchase intent.
From there, targeting splits into “Hustling Households” and “Cultural Explorers,” segmented by stage of life and travel motivation.
P E R S O N A S
C R E A T I V E S
ADAPTABLE FORMAT VIDEO SPOTS
A mom is in her living room planning the family trip on Expedia when her baby in the other room starts crying. She leaves to take care of her baby, when her other two children sneak in. They take the laptop and continue booking the trip, noting special things their parents have preference to. They run off when they hear their mom return. The mom picks up the laptop, only to find that the family trip has been fully booked. The family is then seen laughing at an amusement park.
Expedia, so easy that even your kids could plan it.
A millennial sees a glamorous picture of Machu Picchu on his social media feed and decides to book a trip for three on Expedia to the same place. He and two friends stand by the door all packed up and ready to head out. One of them asks “Where did you book the hotel?” but is only told “I thought you booked it.” The three look at each other in shock and the millennial takes out his phone to open the Expedia app. With the added bonus of Expedia’s Add-On Advantage, he hurriedly books a hotel.
See the complete planbook below.
Media: Jessica Borrmann
Strategic Planner: Amy Ting
UX Designer: Nicolette Brant
Account: Lindsey Deutsch, Mattea Zeinstra
Special thanks to my mentors Anne Heuer and Lauren Mabuni at Team One.