Analysis of Expedia Rebranding

Expedia Inc. is an online travel service launched in 1996, owned by Expedia Group. It holds a leading position among the most profitable travel companies globally. The name “Expedia” combines two words: EXPloration (exploration) and speED (speed).

Brand Strategy

On April 19, 2021, Expedia introduced a new brand and business strategy, along with a roadmap for changes to its website and app, which significantly shifted the platform's focus. Previously, Expedia’s business model prioritized volume and transactions by offering consumers the best prices and deals. However, after the COVID-19 pandemic, pent-up demand and funds saved during lockdowns created an opportunity: unlike previous recessions, consumers were now willing to spend on travel to maximize their experiences. In 2020, Expedia Group lost 57% of its annual revenue, which led to the adoption of a new strategy aimed at capturing the recovering demand, increasing profitability, and optimizing its product offering. This shift also influenced the brand’s positioning.

Rebranding Results

The new strategy prompted Expedia’s rebranding, introducing a fresh tagline: “It matters who you travel with.” This positioning aims to make Expedia a trusted companion for its customers, supporting them throughout every stage of their travel journey.

The face of the accompanying advertising campaign is Rashida Jones, an American actor, writer, director, and producer. She represents Expedia as its physical embodiment, highlighting the brand’s new attributes: intuitive, travel-savvy, and positive.

Expedia’s largest campaign in over five years showcases its transformation into the ultimate travel companion. By leveraging inspiring figures like Rashida Jones, the campaign emphasizes companionship as the core of its brand communications.

Brand Identity

Expedia’s brand colors include two primary and three secondary colors.

• Primary Colors: Black and yellow.
• The logo combines a wordmark with an airplane symbol.
• The brand book spans over 100 pages, outlining style usage rules, common mistakes, and dos and don’ts.

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