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Expedia Adds 25 Million Travelers to Loyalty Program in Challenge to Tripadvisor Subscription Plan

Dennis Schaal photo
Dennis Schaal

Photo Credit: A Google Earth image from an Expedia Paris travel guide. Expedia wants travelers to consider Expedia as their ever-present travel companion. Expedia

Skift Take

Expedia wants to help people find a new travel companion — namely Expedia. We've heard online travel agencies and others vow to become to become less price-oriented before, but fickle deal hunters will make that a tough pledge to fulfill.

The Expedia brand will debut its largest advertising campaign in five years, and at the same time it will automatically add 25 million customers to its loyalty program, Expedia Rewards. It's all part of a redefining of the Expedia brand — the largest one within the Expedia Group family of more than 20 brands that the brand announced Monday. Despite automatically adding 25 million travelers who've booked trips on Expedia but haven't signed up for Expedia Rewards, the campaign hopes to reposition Expedia as more value-oriented. What's more, it wants to be an ever-present resource on customer trips, than being price-oriented, said Expedia General Manager Shiv Singh. Expedia Rewards

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