This is the story of how Expedia’s Travel Yourself Interesting campaign brought value back into a commoditised e-commerce market.
Expedia created online travel. But intense competition and the rise of price-comparison sites were stripping out value, profitability and loyalty as more and more people simply Googled ‘cheap holidays’.
Expedia’s fortunes were in decline. We were losing share, losing value and our margins were being squeezed by dropping prices and raising costs per acquisition.
Expedia’s decline seemed inevitable and irresistible. High Street travel agents had become obsolete. Now a rapidly-commoditising online market looked certain to do the same for Expedia.
With the cheapest prices at your fingertips, why would you pay a premium for a ‘travel facilitation’ brand?
Currently this case study is withheld due to confidential information. We are working towards getting a version available for members very soon, please watch this space.
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