Expedia's 3 Core Brands, Explained
Skift Take
Expedia Group's brand strategy makes sense to the extent that these three core brands don't detract from the company's global ambitions.
Dennis' Online Travel Briefing
Editor’s Note: Every Wednesday, Executive Editor and online travel rockstar Dennis Schaal will bring readers exclusive reporting and insight into the business of online travel and digital booking, and how this sector has an impact across the travel industry.Expedia Group has 10 consumer brands, but its marketing strategy shifted starting in late 2021 to emphasize three core brands above all others: Expedia, Hotels.com and Vrbo.
That's one of several interesting takeaways from Expedia Group's 2022 10-K financial report, which was published Friday.
It's Expedia, Hotels.com, Vrbo ... and the Seldom MentionedExpedia Group considers Expedia the full-service travel brand as it offers stays, flights, car rentals, packages, things to do, and cruises.
The company looks at Hotels.com as the singly focused lodging marketer with its hotels, homes, apartments, villas, and hostels.
Vrbo is the whole homes vacation rental brand.
In addition to their main U.S. market, these three brands have localized websites around the world, although most of Expedia Group's revenue in 2022 came from the U.S. (See more below.)
In the financial filing, Expedia Group stated: “While we maintain a large portfolio of consumer brands, we put the majority of our marketing efforts towards our three core consumer brands: Expedia, Hotels.com, and Vrbo.”
That's a shift from the company's 2021 10-K,
