Expedia Group plans complete marketing “reset” for the recovery

Expedia Group, the owner of various online travel platforms, is using the disruption of the COVID-19 pandemic to transform its marketing operations.

Why it matters

The travel industry has suffered during the COVID-19 pandemic, but can also utilize the crisis as an opportunity to reassess the business fundamentals. For marketers, that may involve looking beyond the channels and strategies they previously relied on.


  • Understanding how marketing can impact an entire portfolio of brands is useful for making strategy and measuring the impact of communications.
  • Performance marketing offers short-term results, but may not help brands in the long term, not least if a crisis hits.
  • Erecting silos between brands, and the data at their disposal, may limit overall growth opportunities.

Expedia Group’s...

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