Welcome Expedia was the newly created partner-facing platform that would consolidate all the sub-brands owned by Expedia into one new brand created by Pentagram.
Previously, hotel managers and owners would engage with a patchwork of experiences and brands that grew over time, leading to considerable confusion among partners.
What did I do?
Conduct global audience segmentation research involving thousands of hotel managers and owners interviewed in both one-to-one and larger focus groups.
Revived brand assets and a universal design system were designed from scratch, with a new acquisition and growth website focusing on vital insights gained in the audience segmentation work.
Concentrate efforts on maximising partner sign-up and ongoing engagement via in-app promotions.
What was the outcome?
First-year from launch, the company saw 34% year-on-year growth from 52.7K to 70.4K in live properties acquired via the new platform.
$105.3M was generated via global and regional digital campaigns and promotions focused on driving participation and conversions, resulting in an 80% year-on-year increase.
