Expedia aims for more market share with new brand campaign

first_imgExpedia Inc, the world’s largest online travel company, is hoping to also become the biggest player in this region after launching a new multi-million dollar brand campaign to entice Australian and New Zealand travellers to book ‘where it matters’. The new Expedia brand is built around the tagline “Where you book matters”, and also showcases its new redesigned logo for the launch of its TV Commercial. “We are seeing to break the mould with travellers and demonstrate that it really does matter where you book your travel.  Put simply, we want to be the single best place to book travel,” Marketing Manager Australia & New Zealand, Louise Crompton said. Managing Director, Expedia Asia Pacific, Dan Lynn said it was key that the customer be able to trust where they book travel, and to do so their interests must be put first, which Expedia has done after removing booking fees and not charging passengers additional fees for changes or cancellations, keeping pricing honest and showcasing the best inventory they are able to offer. Locally, Expedia have implemented lower margins for near-term domestic demand, greater technology development, and introduced a call centre in Melbourne for sales and service calls.Mr Lynn said globally 2010 was a “tough year” for the travel industry, but “Australia fared a little better”. “Think we’ll see flattish performance in 2010 everywhere apart from APAC, which should return to positive territory, in about the 5 per cent range,” he said.The trend toward online bookings in Australia and New Zealand has continued to grow, with Phocuswright research revealing a 22 per cent increase in 2009 to AUD $6.8 billion.  Globally, online travel agents represent approximately 39 per cent of online bookings. <a href=”https://sp2.img.hsyaolu.com.cn/wp-shlf1314/2032/IMG16437.jpg” alt=”last_img” />

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