expedia case study
TRANSCRIPT
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
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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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
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