The Expedia Group: "The World's Travel Platform"

Expedia Group™ (“Expedia”) is an American company, with over 20 travel brands within its portfolio, over 200 websites and present in over 70 countries worldwide. They claim to be “travellers and technologists” and their aim of their products is to “facilitate connections between travellers and their (Expedia’s) partners”. 

[Fig.1 Expedia Group (2023) "Who We Are" available at www.expediagroup.com/home]

The Launch of Expedia

Expedia, which was first launched in 1996 as a division of Microsoft, created one of the first online travel websites. Its first product started life as a simple website, which gave the everyday consumer the opportunity to make their own travel arrangements online rather than using the services of a traditional travel agent. 

The name Expedia was created from a combination of the words “Exploration” and “Speed” and the logo started life as a cartoon image of a yellow plane “swooshing” across a blue globe, synonymous with travel. Over time, the company logo evolved into the more simplified image we are familiar with today, having been relaunched in 2010 with a more plain and sophisticated design and with a white plane across a blue globe. However, the minor colour change was short-lived and in 2012 the simplified logo remained, but the plane returned to its familiar yellow colour.

The above is an example of the Expedia logo next to a yellow suitcase, hat and sunglasses representing travel. Relaunched in 2010 and again in 2012, this latest logo has a more ‘classic design’ replacing the original (and more cartoon-like) image. 

[Fig. 2. Expedia Logo from www.bandt.com.au/expedias-brand-positioning-takes-new-direction/, author unknown April 2021]

The Growth of Expedia

With the increased use of the world wide web and advances in technology, Expedia not only developed its own website, but also acquired several others allowing it to grow into the company it is today. In 1999, the company went public and then in 2003 was purchased by IAC/InterActiveCorp and became part of IAC Travel. Later, in 2005, it was spun off to Expedia Inc. and in 2018 changed its name to Expedia Group Inc. During this period (2005-2018), the company experienced huge growth across the world, acquiring a multitude of travel related brands and forming partnerships with several travel related businesses. 

The Expedia Brands

Some of the brands that now form part of the Expedia Group include the following:- 

Expedia®, Hotels.com®, Expedia® Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®, Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media Solutions, CarRentals.com™, and Expedia Cruises™. 

All of the above brands now form part of the Expedia Group’s portfolio; many of which have been acquired by the group since it´s launch back in 1996. [Fig. 3. Expedia Brands available at www.expediagroup.com]

Expedia’s websites are known as travel fare aggregator websites or travel metasearch engines. This type of website helps consumers to search for and obtain an overall summary of travel options and prices for flights, hotels/accommodation, car hire etc online. They do this by pulling together data from various travel provider/tour operators on the internet and displaying the results in one place. 

The Expedia online travel platform can be accessed on a laptop computer as well as handheld devices. 

[Fig. 4. Expedia website displayed on a laptop computer.  Image available from www.shutterstock.com]

The benefit of this is that the consumer is only using one website, rather than multiple websites to find the best deals and prices available online. It also gives the consumer the opportunity to make their own reservations and bookings based on the results displayed. 

Customer Focus and Technology

Expedia prides itself on being customer focused and providing the consumer with what it wants in order to explore and fulfil its travel requirements. Their aim is to provide a product that will not only deliver the information to the consumer and give them the ability to manage any bookings or reservations, but also provide a platform that is easy and convenient to use. 

As well as being able to book accommodation and flights etc, the Expedia website also advertises deals and discounts that are available to the consumer.
[Fig. 5. Example of Expedia's booking site available at www.expedia.com]

Since its original launch, Expedia has invested heavily in technological advances and media solutions to develop its products into what they are today. Consumers now have the ability to manage their own travel arrangements via the Expedia website - they can search for and book, not only accommodation and flights, but also car hire, cruises and other recreational activities all over the world. The range of items that Expedia can offer is one reason why it has stood out from its competitors, some of which fall short in terms of what they can provide to the consumer compared to Expedia. 

The Expedia website also promotes special offers and package deals (i.e. flights + hotel accommodation or flights + accommodation + car hire), which consumers can take advantage of, as well as having the ability to earn rewards through the “Expedia Rewards System”, which was originally launched in 2011. Expedia also has a dedicated Customer Service team, which consumers can access either online or by speaking to a representative. 

Despite being an online platform, Expedia has its own Customer Service Team, which provides its customers with human assistance either through an online chat or via phone.
[Fig. 6. Image of an Expedia Customer Services Representative from www.uscustomercare.com]

In addition to its website, following the rise of the smart phone and handheld tablets amongst consumers, in 2011, Expedia also launched its travel App. Much like its website, the accessibility and functions of the App have evolved. The most recent revamp of both Expedia’s website and mobile App came following the Covid-19 pandemic, which seriously affected the travel and leisure industry. 

Expedia's advertisement 'Let's Take a Trip' shows a couple recreating various holiday experiences, such as climbing mountains, diving into a swimming pool and enjoying room service, using a variety of household items, including cushions, sheets and books.  Directed by Victor Haegelin and developed with agency Team One, this stop-motion video was created in 2020 during the Covid pandemic in order to convince the consumer that life, including travel, would eventually return to normal.  

[Fig. 7. Expedia's You Tube video 'Let's Take a Trip' (Team One 2020) is available to view at https://youtu.be/5uq7Bm_XQjs?si=9HCk-r33kWSmO-2u].

Product Evolution

Expedia refreshed its branding and relaunched these products with a more simplistic layout, but with enhanced features including a travel itinerary, which allows the consumer to manage and keep track of bookings using their mobile phone. According to the website, consumers can even access their itinerary via the App without necessarily being connected to the internet. 

Expedia’s latest App, which was relaunched after the pandemic of 2020-2022, has a more simplistic design and includes new features such as an Itinerary section, which allows its users to keep track of their bookings.

[Fig. 8. Images of the difference pages on the Expedia App available from www.screenlane.com]

In summary, Expedia has continued to adapt and develop its products to meet the latest trends and consumer demands on a global scale. It remains one of the key players in the online travel industry and one of the largest travel platforms in the world.