Executing a brand strategy is probably one of the most important challenges a travel business has to grapple with. Expedia Group has chosen a multi-brand strategy, retaining properties such as Expedia, Travelocity, Orbitz, CheapTickets, ebookers, and Wotif, to name a few, even though the content on most is roughly similar. Why lose the audience, the brand value, and all of those loyal users if a company can keep those multiple brands chugging along?
Travel Tech Editor Sean O'Neill dug into the marketing weeds and wrote an explainer about Expedia's two dozen or so brands, separating the myth from reality. Some of the brands, such as Expedia, Hotels.com, and Egencia, are obviously the parent company's faves, and others are subject to benign neglect.
