Expedia Europe: Travel Yourself Interesting - Creating a more valuable future in online travel retail
Ogilvy & Mather UK
Summary
This paper tells the story of Expedia, the original online travel brand, and how it fought back when the market it created became overcrowded and commoditized in Europe.
It tells how a toxic combination of competitive, attitudinal and behavioural changes ate away at Expedia's margins.
And it tells how a daring strategic idea was created and brought to life through compelling, carefully-targeted creative work that aimed to turn around Expedia's fortunes.
It was a strategic idea deeply grounded in both...