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Classified in: Tourism and vacations, Transportation, Science and technology, Business, Covid-19 virus
Subject: PDT

Expedia Announces New Direction in Brand Positioning in Anticipation of Post-Vaccination Travel Demand


TORONTO, April 19, 2021 /CNW/ -- Building on its 25 years as one of the world's leading full-service travel companies, today, Expedia Brand announces a new direction as the world prepares for the return of travel demand. Launching a new global positioning grounded in the understanding that who you travel with matters, today marks the beginning of Expedia's journey in becoming the ultimate travel companion, helping travellers every step of the way.

Expedia's renewed commitment to travellers comes on the heels of what has arguably been one of the toughest years for the travel industry as a result of the COVID-19 pandemic. After months of conducting deep customer research to understand and address critical traveller pain points, the new positioning marks a pivotal moment for the brand as it looks to overhaul its business to better cater to travellers 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 travellers' evolving wants and needs in a post-pandemic world.

"For the past 25 years, we've been focused on volume and transactions as our way of growing our business. What we've found however, over the past year, is that our 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 trips," said Shiv Singh, Senior Vice President and General Manager, Expedia Brand.

"Like many travel brands, COVID-19 has forced us all to look inwards and reflect on who we are as a brand and what that means to our consumers. It became clear to us that in order for our travellers to have an amazing trip, it matters who they travel with, and we need to understand the important role we play in being that partner," said Singh. "As travellers adjust to the new norms post-COVID, we must adjust as well, and this is just the first chapter in a multi-year journey to really deliver against our mission of being a brand that is there for travellers from start to finish."

FRESH LOOK AND EXPERIENCE
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 travellers 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 introduces a series of updates aligned to its brand vision of being the ultimate travel companion:

1.  Everything in one place:

2.  Support from start to finish:

3.  Getting the most out of every trip:

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.

A new approach for 2021, the Canada film creative will feature American actor, writer, director and producer, Rashida Jones, and the U.K. and European spots will feature English actor Naomie Harris. Both will serve as perfect representations of Expedia's new brand attributes ? intuitive, travel-savvy and positive.

Using relatable and empowering individuals such as Jones and Harris, the global creative puts companionship at the core of its narrative. Through the creative's brilliant scripting and song-writing, Jones and Harris will engage with travellers to deliver inspiration and support in an upbeat and uplifting way. The result is an anthem spot that highlights the importance of being an empowering travel companion for all.

"Our new brand positioning acts as a promise to the traveller 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. 

You can view the new creative here, and follow Expedia on Instagram, Facebook, Twitter and YouTube for campaign updates and behind-the-scenes videos from its latest creative.

About Expedia:
Expedia® is one of the world's leading full-service travel brands, with a mission of helping travelers get the most out of every trip they take by providing everything they need all in one place, ensuring they are getting the most out of every trip they take, and above all else, feel supported every step of the way.

Our commitment to insights matched with our unprecedented scale allows us to understand our travelers better than anyone else, delivering exactly what they need, when they need it. Our personalized experiences backed by incredible technology, enables us to deliver the widest selection of product offerings across accommodations, transportation, activities and experiences, that help you get the most out of your journey.

Use our mobile app or visit http://www.expedia.com to plan your journey with us.

© 2021 Expedia, Inc., an Expedia Group company. All rights reserved. Expedia and the Airplane logo are trademarks or registered trademarks of Expedia, Inc. CST# 2029030-50.

 

SOURCE Expedia.com


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News published on 19 april 2021 at 11:00 and distributed by: