Expedia case study

BACKGROUND & SITUATIONAL ANALYSIS

1. Only 2 OCT “families” dominate the online market: Expedia and Priceline.

2. Lack of two-way communication

3. Almost inexistent after sales support by third party sites

What have they been up to?

https://www.youtube.com/watch?v=hlvZKs4-aEg

Our Goal

To amplify the company’s target, inviting a younger audience to the Expedia experience and to leverage existing resources that can generate more profit and awareness of the brand.

OBJECTIVES

1. To obtain 15% more unique visitors by June 2016

2. To increase awareness of Expedia Rewards by a 10% by June 2016

3. To open up Expedia’s target by generating market awareness and brand building preferences by 40% by June 2016

Expedia’s TargetIn 2009 Baby Boomers accounted for: More than one third of leisure travel40% of businesses travel

In 2015Baby Boomers are postponing traveling for a better retirement

Baby Boomer

Millennial

• Most likely to take long trips• Take up to 3.19 trips annually• Spend less than Baby Boomers on trips• Use their smartphones to book trips-36% use them to select destinations-23% use them to book a vacation

87% 53% 37%

Strategies and Tactics

Persuasion and awareness Campaign

• Direct Marketing• New Partner!

To obtain 15% more unique visitors by June 2016

Engage Millennials trough different activities

• The blogger contest• Expedia, new basketball sponsor

To increase awareness of Expedia Rewards by a 10% by June 2016

Reinforce Expedia Rewards benefits

• Partner up with an NGO and promote rewards on behalf of both, Expedia + elected NGO

• Email, marketing campaign

Online advertising and awareness campaign

• Update Expedia app, compare saving between those who use the app and those who don’t

• More than just points, select the event and choose the award

To open up Expedia’s target by generating market awareness and brand building preferences by 40%

Engage key audience and motivate donations through a 5k run

• Apple announcement to colleges• Event registration through

website, top ten places will be announced

• All donations go to our favorite NGO

Thank you loyal customers!

• Thank you note on previous participant colleges newspapers

• Invitations to special event, “Meet our new brand ambassador”

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July

Aug

Sept

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

June

Calendar

Measurement: Variables

• Email open rates and direct mail response • Social media engagement, sentiment, driving event sign-ups and promotional

deals through social posts• Digital ad success: click through rate and actions after click• Blog hits and ROI on individual bloggers• App download numbers, average use time, and actual success at selling the

product• Event attendance and sponsor/partner metrics

Measurement Tools

•Social media hub tools• Google Analytics• TrackMaven• SocialTables

Mock-up: Facebook & Twitter

Mock-up: 5k Opt-in

Sample press release

Mock-up: “Thank you” collateral

SWOT AnalysisStrengthsDiversified geographical presenceStrong brand portfolioWide distribution network

WeaknessesDeclining operational performanceLimited liquidity position

OpportunitiesGrowth in global airline trafficPositive outlook for global travel and tourism sectorStrategic growth initiatives

ThreatsForeign currency fluctuationsRisks related to competitive brandjackingRisks related to unforeseen circumstances

Questions?