A transition appears to be underway as Expedia increases the number of technology solutions it offers and builds partnerships out across the industry but will this strategy succeed asks EyeforTravel’s new report into the online giant?
A subtle change appears to have happened in the online travel environment. Emboldened by changes to regulatory frameworks, new technologies and growing revenues, travel suppliers are fighting to claw back market share. In response, Expedia appears to be pushing a new strategy to ensure future growth by growing its partnerships and services to support the industry according to a new report into the company.
Expedia sees opportunities in facilitating services in the travel industry and mobilizing its technical expertise to enhance its position at the center of travel distribution through partnerships and offering a full spectrum of travel products that are personalized for consumers, whether they are buying a hotel room, rail ticket or a whole package.
Most notably this can be seen in the roll out of new products and options for partners across 2016 and 2017. They have worked to give access to inventory and have invested in white-label technology, including for hotel loyalty, and also on advertising products. These have included:
- Private Label Packages: Expedia worked with Marriott to create Marriott Vacations where the hotel chain uses a dynamic packaging platform powered by Expedia so their customers can book flights with accommodation, and earn Marriott Rewards when they book. They have since built this out into a white-label option and has signed on Barceló and Omni Hotels & Resorts to the dynamic packaging system.
- Partner Loyalty Enrollment: Red Lion Hotels initially kicked off this development as the first to have its own loyalty scheme actively promoted by Expedia in search results. Expedia claimed that there were three hotel chains signed up in August 2017 to the product, which allows users to enlist bookers directly to their loyalty programs from Expedia sites and in December 2017 announced that G6 Hospitality had signed up to the scheme.
