Expedia: Travel yourself interesting

Agency: Ogilvy & Mather London
Advertiser: Expedia
Brand: Expedia
Country: United Kingdom

Objectives

The objectives for the creative work were to turn around the fortunes of Expedia in the UK and France in the face of commoditisation, declining bookings and, crucially, a reduced margin.

Expedia was launched in 1995 as the first big online travel-booking brand, in the days when high street travel agents were the norm. Expedia single-handedly built the online travel market – and then fell victim to the consequences of its own success.

Expedia's success had been such that the market it created was a magnet to imitators and competitors. In the end, value was lost – driven out of the market and away from Expedia. By lost value we mean a specific combination of market, attitudinal and behavioural changes that combined to eat away at Expedia's margins.